Campus Battle

To reward college-aged Rogers Wireless customers and to demonstrate the value-added experiences that only Rogers wireless customers have access to, The Hive tapped into the competitive nature of school spirit. We conceived a highly social campaign that lived on Facebook. Our custom-made Facebook application (facebook.com/campusbattle) allowed Rogers Wireless customers to vote for the school of their choice to host a private concert by the indie rock band Death Cab For Cutie. The application allowed students to track the standing of their school against other schools, see who voted for their school, and see if any of their friends at other schools had voted.

In the very first campus battle, almost 35,000 ballots were cast by over 6,200 students from 37 Canadian universities. The custom-built Facebook app was a big hit, with almost 60,000 invites sent to friends. The novelty of the promotion was not lost on the media either, with over 750,000 media impressions reported. In the end, Dalhousie University won the battle with an impressive 16% of the entire student body casting a vote. And needless to say, the concert rocked all the more because of the victory it represented.