Discover how MOJO Ad crafted innovative integrated marketing solutions to support Redbox’s successful campus initiative through strategic creativity.

Introduction

In the competitive landscape of movie rentals, Redbox sought to enhance its brand presence among college students. To achieve this, they partnered with MOJO Ad, a strategic communication agency staffed by students from the Missouri School of Journalism. This collaboration aimed to develop integrated marketing solutions tailored to the Youth and Young Adult (YAYA) demographic, specifically targeting individuals aged 18-24.

The Challenge

Redbox’s objective was clear: increase brand awareness and launch new Redbox kiosks across university campuses nationwide. However, reaching and engaging the college demographic required a nuanced approach that resonated with their lifestyles and preferences. Redbox turned to MOJO Ad for a creative and effective strategy.

MOJO Ad’s Approach

MOJO Ad organized a competition where three student teams were tasked with creating comprehensive marketing campaigns based on primary and secondary research. Each team delved into Redbox’s business drivers, crafting strategies that leveraged both traditional and innovative marketing tactics.

The Competing Campaigns

1. Start Something (Team Beryllium)
   – Focused on “social initiators” to host movie nights.
   – Introduced Pip, a mischievous brand personality.
   – Utilized guerilla tactics, rewards programs, and a Facebook application as campaign pillars.

2. Unbox the Fun (Team Dalniente)
   – Positioned Redbox as the gateway to memorable nights.
   – Emphasized fun through campus media, word-of-mouth, and promotional events.

3. Time to Play (Team Velocity)
   – Targeted Balance Seekers needing spontaneous escapes.
   – Combined traditional, guerilla, and social tactics to offer students a break from their busy schedules.

The Winning Strategy

Team Velocity emerged victorious, presenting a campaign that not only captivated college students but also had the potential to appeal to a broader audience. Redbox executives praised the team’s professional quality and strategic creativity, noting that their approach effectively incorporated various engaging tactics.

Key Elements of the Winning Campaign

• Diverse Marketing Tactics: A blend of traditional advertising, guerilla marketing, and social media engagement ensured comprehensive coverage.
• Targeted Messaging: Addressing the specific needs and lifestyle of the 18-24 age group made the campaign relatable and impactful.
• Innovative Use of Technology: Leveraging a Facebook application as a campaign hub facilitated interactive and real-time engagement with the target audience.

Impact and Learning

The competition provided invaluable experience for the student teams, simulating real-world agency scenarios. Team Velocity’s success showcased the effectiveness of well-integrated marketing solutions in achieving business objectives. Moreover, the collaboration highlighted the importance of strategic creativity in engaging youth demographics.

“Redbox is a well-known national brand and a perfect fit for college students. So, building this campaign was really fun,” said Molly Paskal, media planner on Team Beryllium. “I learned the ups-and-downs of an agency and saw how a team effort could pull off a huge success.”

Conclusion

MOJO Ad’s collaboration with Redbox stands as a testament to the power of integrated marketing solutions. By leveraging strategic creativity and a deep understanding of the target demographic, MOJO Ad successfully elevated Redbox’s brand presence on college campuses. This case study underscores the importance of tailored marketing strategies in achieving business growth and market penetration.

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