University of Manitoba Digital and Experiential Recruitment Campaign

November 12, 2012

One of the benefits clients experience with McKim is the seamless integration of digital advertising into other elements of their campaigns. This student recruitment campaign, targeting Manitoba high school students and their parents, is a strong example of how this works. The campaign featured many experiential components carefully targeted to reach the right audience, including dynamic transit shelters and bathroom advertising. A key component of the campaign was a social media contest for existing university students to create content that reflected their personal brand as it related to the university. McKim developed and managed the social media component, as well as targeted the primary audiences with digital online and mobile ads with a strong interactive component.

Transit Shelter Poster

Posters

Online

Throughout October and November 2012, the campaign evolved into its next phase. In various media, Manitobans witnessed young adults becoming focused and engaged university students. Lenticular displays present different images when viewed at difference angles, and the campaign used this innovative printing technique to represent the students’ transition right before the viewer’s eyes.