In August, Nokia will introduce its New U college advertising program at select universities around the country.
Designed to tap marketing ideas from college students, New U gives students the chance to develop actual TV spots, including conceptualization, copy writing, filming and editing.
Schools joining the mix include the University of Texas, University of Colorado, Southern Methodist University and Georgian College in Ontario.
One winning ad will be chosen each semester based on online voting from consumers. Students who develop the winning ad for fall 2003 will receive a trip to the Nokia Sugar Bowl.
New U debuted as a pilot program at the Missouri School of Journalism and the University of Missouri-Columbia (which still participates). Two 30-second spots developed in the program began running in April, and Nokia is showing another eight ads at www.nokiausa.com/newu.