GRAND RAPIDS, Mich. — Barring textbooks, Meijer has everything a college kid needs this back-to-school season … even tuition.
As part of a social media blitz promoting dorm-room deliveries and a range of essentials, the chain is hosting an “Awkward Photo” competition with a $20,000 prize for tuition. “Make good use of that bad photo,” reads the Dr Pepper-sponsored contest's Facebook page.
As of last week, 1,600 photos had been viewed by 350,000-plus Facebook users. Ten finalists will be named Sunday when a voting period to select the winner will commence.
Meijer's contest aligns with how college students already use social media, observed Jeff Molander, author of “Off the Hook Marketing: How to Make Social Media Sell for You.”
“Customers are habitually sharing these kinds of photos on Facebook,” he said. “Meijer understands that and is connecting its goal with the existing online behavior of its customers.”
Its attempt to gain share of the young adult market also includes a dedicated YouTube channel featuring real dorm rooms and in-store events in college towns with free samples, a live DJ, photo booth and prizes.
The National Retail Federation predicts that college students and their parents will spend less this year: $808.71 on average vs. $835.73 in 2010.
