(add)ventures’ guerilla marketing hits the streets of Miami

This Spring, (add)ventures teamed up with Florida International University’s Chapman Graduate School of Business (FIU) to develop a creative, engaging campaign to encourage young professionals in the Miami area to consider the benefits of an MBA from FIU.

(add)ventures developed the “MBA at FIU Be the Boss Challenge,” an event and social media campaign designed to increase awareness of the FIU MBA program and generate excitement about their brand. The campaign featured guerilla marketing events, during which a branded, clear box truck, complete with office furnishings and improv actors, parked outside of popular happy hour spots in South Florida. A street team accompanying the mobile office invited people to enter the set and complete a series of challenges that express the core competencies gained through an FIU MBA.

To continue the momentum gained at each event, “Be the Boss” office scenes were captured on video and uploaded to the FIU Business Facebook page. There, fans were asked to comment, share and vote for their favorite video.  As a promotional tactic, FIU promised an Apple iPad to the “Be the Boss Challenge” video contest winner.

The “Be the Boss Challenge” is a great example of how (add)ventures is integrating social media into powerful marketing campaigns. The interactive nature of the voting contest truly complements the equally engaging “Be the Boss” happy hour events, and serves to draw the campaign’s target audience into the FIU community.