Marketers will spend $39 million next year on mobile tours to college campuses, up 15% from $34 million, projects IEG Inc.
The sponsorship consultancy said marketers want to reach 18- to 24-year-olds to build mind share and product preference. Music is the most popular platform, followed by lifestyle and technology expos. Watch for more “stepping” events at historically black colleges and street-dancing competitions, suggests Chicago-based IEG.
Product categories adopting college programs include pharmaceuticals, contact lens, online travel and luxury autos, such as Mercedes Benz’ on-campus test drives.
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