Marketers from across the US came together for the 2014 Association of Jesuit Colleges and Universities (AJCU) Summit at Loyola University in Chicago. To get an outside-in perspective on trends and marketing principles, they looked to Molly Garris, Digital Strategy Director and Mobile Practice Lead at Leo Burnett / Arc Worldwide. Molly showed various marketing case studies centered around engaging Generation Z, the next gen digital natives spending billions per year in the US.
9. Misunderstood
• Cost- and eco-conscious
• Craves authenticity and originality
• Empowered by digital tools and
social amplification
Photo: Ibai Acevedo
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17. Buick Celebrated Surprising Performances
during 2014 NCAA March Madness
• In-studio breakdown and highlight of that
day’s most “Surprising Performances”
during the “Inside March Madness
presented by Buick” post-game show
• Buick display inside of BracketTown at the
championship
• Printable NCAA bracket
• Social media surprise performances
Thursday, June 12, 14
39. Enabled:
• Voice not Silence
• Community not disparity
• Simplicity not complexity
DoingGood
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40. Enables:
• Fame not forgotten
• Self-expression not Suppression
• Inclusivity not exclusivity
Freedom to Be
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41. To introduce the
Beyonce Super Bowl
Halftime Show, Pepsi
crowdsourced fan
photos to make a video
intro. 50 fans won a trip
to the Super Bowl.
Thursday, June 12, 14