WGE MAG: 19
“If you’re a marketer wanting to make an impression on college with your upcoming titles, get in the trenches on campus and play alongside your consumer. Don’t work to just build loyal relationships; maintain them! ”
For marketers, this college segment consists of statistically fickle individuals who are heavily influenced by their peers and who are often skeptical making it difficult to gain their interest. For the first time in their lives, the majority of college aged consumers are making their own purchase decisions and developing their own brand tastes.
Companies stand to not only benefit from a good relationship with them now, but in years to come which makes them a target ‘sweet spot’. But with a complicated web of classes, media overkill, and social clutter grabbing their attention; students are looking for brands to engage them, not add to the traffic.
To gain momentum, marketers need to give these gamers a challenging and fun experience with their products so that they will not only play, but so that they will also refer their friends so that they can play together.
Companies like Google, UbiSoft, and Microsoft are currently working with campus rep teams to gain interest through experiential events, sampling, and social media promotions as it is a proven and organic way to interact with students. But where do you start; where do you lock up a solid team of trustworthy reps that will deliver results and how do you manage them?
Our exclusive Collegiate Gaming Squad of reps produce live interactions on campus through on/offline gaming competitions, product trial events, social media campaigns, affinity programs, focus groups, and traditional marketing tactics. Unlike most college campaigns and tours, our squad works throughout the school year armed with all the necessary gaming equipment to activate at any time. The squad consists of well trained, educated, gaming enthusiasts whose job it is on campus to live and breathe gaming. We understand that these positions take initiative, natural leaders, and social individuals who are willing to pound the pavement to meet new people; we go to great lengths to find them on campus and to monitor their every move.
Members of our squad are already networked into their school’s campus social scene and are tasked with seeking out new event locations, promotional opportunities, and partners to access opportunities that will benefit our clients. It is our personal mission to utilize our extensive campus network to efficiently offer a wide variety of experiences for every student; gamer and non-gamer alike. Prior members of our Collegiate Gaming Squad have gone on to work for such companies as Nike, EA, Namco, Zynga, Trendy Entertainment, Wieden + Kennedy, the PGA Tour, the Tostito Bowl, and numerous teams in the NFL & NBA.
This is where Digital Sauce Marketing comes in. Los Angeles based Digital Sauce Marketing (DSM) is a college specific marketing agency that hires gaming brand ambassadors to play alongside and empower consumers by allowing them to engage with their favorite video game companies on campus. At DSM, our belief is that the consumer should be an integral part of their own marketing process by producing interactive hands-on experiences on their turf, surrounded by their peers. We work to deliver a clear message through strategic partnerships with various groups, event locations, and activities already established on campus.
DSM works with our clients to develop the anatomy of a collegiate campaign for any gaming product based on their objectives. Throughout the campaign, our campus efforts are compiled through detailed re-cap reports, ROI results, and visual content for our clients. We will always work hard to give consumers the chance to feel like they’re a part of their favorite brands and provide them a voice to make a difference with their invaluable feedback to create loyalty towards products. If you’re a marketer wanting to make an impression on college with your upcoming titles, get in the trenches on campus and play alongside your consumer. Don’t work to just build loyal relationships; maintain them!
DSM is currently gearing up for their winter/spring semester campaigns working to produce some mobile and online gaming competitive events. If you would like to learn more about our Collegiate Gaming Squad, past clients, or to request your own custom college gaming campaign, please contact DSM Owner Summer Bradley at
summer@digitalsaucemarketing.com.
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