Degree Of Challenge

American Demographics, May 1, 2003

Another way to capture the attention of college students is to appeal to their idea of what's hip. Virgin Mobile USA, which targets 16- to 24-year-olds, stokes word of mouth through creative ad messages for a wireless service it introduced last July (and that already has 350,000 subscribers). One 30-second TV spot, part of its national "Share the Love" campaign created by San Francisco-based ad agency Leagas Delaney (and which ran in February), opens with the view of a car's back window that's all steamed up. In the condensation are the words: "Hello lovers: Get a hot Virgin Mobile cell phone for as low as $59." A kissing sound and the appearance of a woman's foot thrust out the window suggest backseat action. The ad mentions that anyone who gets a friend to sign up for the service receives a $20 bonus. Word of mouth is key to this campaign. "Kids this age still find out about most things through their friends," says Howard Handler, Virgin Mobile's chief marketing officer.

In addition, college students are trendsetters and early adopters who may be a first step to reaching broader market segments. After all, they were the first to latch onto the Volkswagen Bug in the late 1960s and were also the first to download MP3s from the Internet. They're perceived to be "on top of the next new thing," says 360 Youth's White. Though marketers may encounter challenges as they build relationships with these young adults before they begin their financial ascent, the trouble may well be worth it.

COLLEGE DAZE

A majority (56 percent) of college students say they sometimes do schoolwork while watching TV.

WHICH ACTIVITIES ARE YOU SOMETIMES INVOLVED IN WHEN YOU'RE WATCHING TELEVISION?

EXTRACURRICULAR ACTIVITIES

Nine in 10 students watch TV and listen to the radio in a typical week.

PERCENTAGE OF COLLEGE STUDENTS WHO:

PEER PRESSURE

Word of mouth and television commercials are the two ways college students prefer to find out about products and services.

HOW COLLEGE STUDENTS PREFER TO LEARN ABOUT PRODUCTS AND SERVICES:

PERCENTAGE OF 18- TO 24-YEAR-OLD COLLEGE STUDENTS WHO THINK ADVERTISERS SHOULD ALWAYS DO THE FOLLOWING: