The Ole Miss Agency student marketing group won second place and a $2,000 award in the EdVenture Partner AT&T SEC Campus Brand Challenge.
The University of Mississippi students created and presented an integrated marketing campaign to AT&T to introduce and market the new SEC network on AT&T’s U-Verse services. The campaign is a part of the AT&T Campus Brand Challenge, a program designed to provide students with real-world business experience by designing and implementing an integrated marketing communications plan.
“I didn’t know that I could do so much,” said JJ Townsend, campaign strategy director for the Ole Miss Agency. “I have learned a lot about working on a marketing campaign from start to finish and everything in between. I cannot wait to see the hard work coming to life.”
The campaign was designed to increase awareness and purchase of AT&T U-verse TV and the new SEC Network, which is set to launch in August. The Ole Miss plan features several innovative and engaging tactics to increase awareness of AT&T U-verse by highlighting its features.
The campaign includes the characters Harry and Jerry. Harry has U-verse. Jerry does not. Both characters are avid SEC fans, but only one can win the title of “best SEC fan.” The campaign encourages Twitter users to select whether they are #TeamHarry or #TeamJerry by following @YTYT_OleMiss on Twitter.
Each of the six schools participating in the AT&T Campus Brand Challenge is competing for an opportunity to present its ideas to AT&T executives at the term’s conclusion.
The Ole Miss Agency is a student-run marketing agency composed of students from the UM School of Business Administration and the Meek School of Journalism and New Media. The agency branched off of the Ole Miss Marketing Association in 2013.
Members of the agency from the journalism school who worked on the project include Chun Wu, a graduate student in the integrated marketing communications program, and Tiffany Odom, a senior IMC major from Richton. Wu led and presented the research that served as the foundation for the campaign, and Odom created the public relations portion of it.