Florida International University

Be The Boss Challenge

Challenge

Florida International University (FIU) wanted to take a fresh approach to building awareness of their renowned MBA program in South Florida. FIU needed a better way to communicate with hard-to-reach young professionals and reinforce its “Uncommon Thinkers” brand through appropriate messaging and tactics.

Response

(add)ventures saw the opportunity to implement an innovative, highly engaging guerrilla marketing campaign to create buzz and excitement around the FIU MBA program. The “MBA at FIU: Be the Boss Challenge” event and social media campaign, was designed to increase awareness of the FIU MBA program and generate excitement about the FIU brand. The campaign featured a series of guerilla marketing events, during which a branded, clear box truck, complete with office furnishings and improv actors, was located in happy hour hot spots in Miami and Fort Lauderdale. Participants entered the set and complete a series of challenges that expressed the core competencies gained through an FIU MBA. The “Be the Boss” scenes were captured on video and uploaded onto the FIU Facebook page, where fans were asked to comment, share and vote for their favorite video, with the winning participant receiving an iPad.

Outcome

The Be the Boss Challenge built pride and word-of-mouth among alumni and increased awareness among prospective students. The campaign secured the Summit International Award for Experiential Marketing, with an estimated 3,600 patrons exposed to the event through foot and vehicle traffic. In addition, traditional and online public relations reached more than 1 million people with social media platforms, including Facebook and YouTube, reaching more than 14,500 people.