TUSCALOOSA - AL -
The University of Alabama's Public Relations Student Society of America placed first in the national Duck brand College Duck Tape PRSSA Challenge. They will receive $1,000 for completing a public relations campaign to promote The University of Alabama College Duck Tape on campus.
Duck brand, which markets College Duck Tape, a line of Duck Tape prints featuring logos and mascots from more than 40 college teams, challenged PRSSA chapters across the country to develop and execute a well-organized public relations plan to generate awareness of College Duck Tape on campus and host a College Duck Tape-themed tailgate.
In response, UA PRSSA developed a month-long public relations campaign to increase product awareness at the University, with the goal of hosting at least 200 students at their tailgate event. During the month, public relations students utilized social media and other public relations channels to spread the word about the product and the tailgate. They led a social media campaign that generated 280,366 impressions by using the Twitter hashtag #DuckTapeforUA, created a Facebook events page that reached more than 1,000 friends and developed a Pinterest board to showcase College Duck Tape-themed tailgate essentials, in addition to newspaper and tv publicity.
On September 29, UA PRSSA partnered with LessThanUThink, UA's Ferguson Center and the Student Health Center to host a UA College Duck Tape-themed tailgate during The Rising Tide Tailgate. On the day of the event, 296 hand fans decorated with College Duck Tape were distributed to gameday attendees, and UA PRSSA exceeded their attendance goal by hosting more than 400 individuals at the tailgate.
Throughout the campaign, 23 UA students were able to gain public relations experience by working together to inform the campus about the product and the many fun ways to incorporate Duck Tape in tailgating activities.
Take a look at the Pinterest inspiration boards: http://pinterest.com/ducktape4ua/
