The average college student spends nearly $1000 on textbooks each year – a number that is rarely questioned, as students think that buying from their campus bookstore or online is their only option. BookRenter.com contacted us to develop a ground-level guerrilla marketing campaign that doubled as a wake-up call for college students about the high cost of textbooks while engaging them in real, one-on-one conversations about alternatives.

After meeting with the BookRenter.com team and gathering a feel for their brand and their goals, we developed a campaign that played off the familiar visual of a campus protest. We handled all aspects of the campaign, including concept, design, management and execution. We targeted University of South Florida in Tampa, University of Texas in Austin and San Diego State University in January, as students were starting a new quarter and requiring new textbooks. During our conversations with students, we distributed $5.00 off coupons for each school with a special tracking code that allowed BookRenter.com to see the jump in sales from the campaign, individual to each school.

“Typical college protests usually focus on a polarizing topic that can pin students against each other, but the issue of overpriced books is one that resonates with ALL students and unites them, and it was a topic that once brought up, got a lot of strong reactions from frustrated students,” said Jamie Hall, Marketing Associate at GoMobile. “As a recent graduate, I was angry that a service like this didn’t exist for me!”

In just one week at each school, over 23,000 coupons were distributed with a substantial jump in BookRenter.com online orders!

The holidays are supposed to be a time when families get together to share gifts and quality time with each other. With December being an important month in advertising, it’s not uncommon that the holiday spirit is lost in all the long nights, short deadlines, stressed clients and awkward social events. We know this more than anyone, so this year we vowed that if our ad agency friends couldn’t find time to celebrate, we’d bring the holiday celebration to them! We created the Christmasmobile – a roaming cozy Christmas lodge complete with all the makings of a traditional family gathering: a (faux) deer head mounted over a cozy fireplace, vintage lighting, and seating that puts you way too close to your weird Uncle Sal.

And what Christmas celebration could you last through without copious amounts of alcohol? We brought along Starbucks Coffee and hot chocolate, with Bailey’s Irish Cream and Peppermint Schnapps to ward off any Scrooges… or at least make them drunk Scrooges very quickly.

We really let the guerrilla out of its cage for the launch Duvel Green, a unique ale released by Belgian brewing company Duvel. We were asked by San Francisco’s Real Branding to mutually create and execute a complete guerrilla marketing campaign that took to the streets in New York City, Chicago & San Francisco during the month of December. We used a derivative of Geocaching, an outdoor activity that uses geographical points (usually latitude & longitude) to create a treasure hunt for participants, to dictate the vision for the entire campaign.

The goal was to create ground-level buzz for Duvel Green through multiple mediums that got people talking with the ultimate reward of tasting the golden ale for themselves. To do this, we installed over 100 wild postings (with over 2,000 posters) in the 3 cities, infiltrated metropolitan cores with over 180 brand ambassadors distributing 25,000 coasters which doubled as VIP passes to exclusive Duvel parties, and lit up the cities with building illuminations at night, all connected by identical brand messages. The result was a coherent campaign that filled up bars serving Duvel Green in each market – some even to the point of tapping out, with standing room only! We also gave away over 1,000 of Duvel Green’s signature glasses over the 3-week campaign to those who tried the beer themselves, and estimate total interactions and impressions at over one million. After consuming many a Duvel Green over the course of the campaign, our team’s grown quite addicted to the brew and we’d like to push for more frequent availability in our home city of Seattle!

To download the official GoMobile/Duvel Green press release, click here.

Dear Friends, Affiliates and Colleagues,

It has come to our attention that a campaign is coming to the Northwest by way of Las Vegas, NV promoting an adult entertainment establishment on a mobile billboard vehicle. Although we respect the right to freedom of expression, we at GoMobile want to make it impeccably clear to our clients as well as the public that we are in no way affiliated with this campaign, its vehicle, or the company behind it.  The vehicle is not a GoMobile Network vehicle, and it is in no way associated with GoMobile and any of its 60 affiliate markets across the country.

For over four years we have been no strangers to pushing the envelope with our signature glass-walled 3D mobile showroom vehicles, however we at GoMobile are held by a strong set of uncompromising moral standards that dictate what we put in front of the public.  We will continue to be led by these morals in the future in everything we do, and thank you for your continued support of GoMobile, our clients, and our work!

Sincerely,

Chris Schuler
President, GoMobile