The video kicked off a brand ambassador-led college marketing program
that was a multi-year engagement, featuring retail deals and
a promotional contest based on: #phonerulestouse.
We asked students to provide a cell phone etiquette rule everyone should follow
by posting their recommended rule in whatever format they chose
like personal videos, for example.
Posts were filtered by an aggregator then displayed on the website’s mosaic
and updated instantly.
Winners received B&N gift certificates, scholarship money, etc.