Sheetz: Feel the Love Campus Marketing Campaign - dio

Sheetz: ECU Students FTL with Guerrilla Campus Marketing

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When the Sheetz in Greenville, North Carolina, wanted to increase brand awareness and drive food and beverage sales from the East Carolina University students, they turned to our team of brand experience experts. We were able to create a fully turnkey campaign solution from ideation through execution. And in turn, we had college students feeling the love! Tying to Sheetz’s brand messaging, “Feel the Love,” we used a combination of stealth marketing, guerrilla marketing and event marketing to get everyone on campus talking, texting and tweeting “FTL.” We really wanted a campaign that would connect the brand personality with the specific target audience in a way that would prompt buzz and social sharing. Phase one, chalking campus with FTL to stir curiosity. Phase two, consumer engagements with brand ambassadors from their peer group. Phase three, throwing a memorable concert with all the fun details.

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