Arriving at the event locations in style – showcasing our temporary vinyl wrapping
So you have a creative and stunning experiential experience all set up. At the location, as soon as it’s all set out, the branding takes hold, but why wait till then to market your brand when running a promotional event?
Why not utilise the vans that deliver the set and stock to the locations? These are an ideal branding canvas for any campaign, and you don’t need to own the vans to completely brand them up. Introducing our temporary vinyl wrapping…
Temporary vinyl wrapping is a perfect way to utilise your campaign transportation and have your brand gain exposure, not only on route to the venues but also using the vans as large scale ad boards at the location.
If you are planning an experiential campaign, a freshers tour, or an on-campus tour at multiple locations, then a full makeover of the logistic transport, either hired or owned, is something that should be considered to complete a full campaign.
PizzaExpress needed to boost its appeal among students and tap into a lucrative youth audience, so our journey began with in-depth brand insights and research.
We surveyed over 230,000 students across the UK, ran focus groups at key universities, and uncovered challenges including limited promotion platforms and misconceptions around price and accessibility. This data enabled us to shape a clear student marketing strategy, emphasising PizzaExpress’s new, more flexible discount and repositioning the brand to feel welcoming and relevant for students.
From there, we devised a dynamic, youth marketing campaign that showcased our core services—Experiential Marketing, Event Staff, Digital Marketing, and Brand Insights & Research.
Whether it was organising on-campus Freshers Fairs or orchestrating accommodation block takeovers, we focused on authentic, memorable touchpoints. We leveraged freebies like dough balls and pizzas to spark immediate excitement, supported by targeted digital campaigns that amplified reach and drove home the brand’s student-centric message.
To bring it all to life, our specialist event staff delivered hands-on experiential activations, engaging students face-to-face in a way that digital marketing alone can’t match
We created eye-catching branding, set up custom stands, and even employed branded trikes to hand out dough ball samples—ensuring PizzaExpress remained top-of-mind at every interaction. This combination of physical and digital tactics forged real connections and helped reshape perceptions around cost and exclusivity.
The results spoke for themselves: PizzaExpress not only captured the attention of thousands of students but also saw a remarkable lift in sales within a five-mile radius of campaign activity.
By integrating experiential marketing, event staff, digital marketing, and youth-focused brand insights, we successfully positioned PizzaExpress as a go-to dining destination for university students—laying the groundwork for long-term loyalty and repeat visits.
tantalising tastebuds on the teppvanyaki tour
this is Wagamama
history
background
Wagamama have always recognised the value of the youth market, but for their latest campaign they wanted to really make an impact on this lucrative demographic. Their key objectives were to raise their brand equity and boost student custom in their restaurants. Over recent years Wagamama has attended University Freshers Fairs in their quest to increase their student consumer base. Freshers Fairs are a fantastic opportunity for brands to engage with students on mass at a time when they are open to experiencing new brands. On the flip side Freshers Fairs can be costly and overcrowded. Wagamama decided that they wanted to conduct an onsite experiential campaign out of Freshers, still within the key 1st 100 days. This option would allow Wagamama to make a statement on campus and dominate the full attention of their target market.
approach
With this in mind, Wagamama approached BAM for our expertise in youth experiential marketing. We were asked to develop concepts for engaging sampling experiential activity that would captivate their target audience and create a truly memorable experience. As our research has shown, students love a freebie and more importantly that like to try before they buy, which is why sampling is the most effective way to encourage students to try something new and as a result increase their consumer base.
BAM got to work to brainstorm potential experiential ideas. The ultimate aim was to drive students into the restaurants, so we decided that we needed to bring the Wagamama restaurant to them. A fully branded sampling vehicle was the perfect option. Equipped with a fully functional kitchen, Wagamama chefs would be able to whip up a storm, impressing students with their tasty cuisine. A branded vehicle certainly made a statement, but with the extra space available on campus outside of Freshers, we wanted to take full advantage and go bigger! We considered setting up various styles of seating and dining areas to accompany the vehicle, however with the knowledge that students like to “eat on the go” we opted for 3m tall feather flags and an oversized armchair for selfie loving students to enjoy.
execution
the tour
The ‘Teppvanyaki Tour’ was set and the team headed out across the UK to a total of 17 University campuses. Students flocked in and were invited to try Wagamama’s vegan yakisoba noodle dish. These hot fresh noodles were a crowd pleaser and ticked all the boxes for increasingly health conscious youth market.
Now that students had the taste for Wagamama’s, we needed to add the final piece of encouragement for them to visit their nearest restaurant. We recommended Wagamama to distribute a voucher along with the free noodles, which would offer students an enticing buy one get one free offer on main meals.
outcome
results
Students simply loved the Teppvanyaki tour, with Wagamama serving an average of 1500-2000 portions per location. The campaign was a complete success. Wagamama’s inhouse team are currently tracking the redeemable vouchers for quantifiable results on the success of the campaign, but it is safe to say that Wagamama left a lasting impression on thousands of young future life-long consumers across the UK. We look forward to seeing how the next campaign will shape up for Wagamama as they continue to make their mark in the student sphere.
The Human Connection: Why Face-to-Face Activations are Still Relevant in Today’s Digital Age.
How can you make a lasting impression on students in an increasingly digital world? Well, you’ve come to the right place. In this blog post, we’ll reveal the top 10 reasons face-to-face activations on campus are still essential for advertising to students, even in the age of digital marketing. So get ready to learn the secrets of building that all-important human connection and boosting your brand’s success on UK campuses!
Real-Life Interaction: Although social media and digital marketing have their place, nothing beats genuine human interaction. Face-to-face activations create a memorable student experience, leading to stronger brand connections and loyalty.
Engage All the Senses: Physical activations allow students to engage all their senses, whether tasting free samples, trying out products, or engaging in interactive games. These multisensory experiences result in a more profound connection with your brand.
Immediate Feedback: On-campus activations provide instant feedback on your products or services. You can gauge students’ reactions firsthand, helping you effectively tailor your marketing approach.
Build Trust and Authenticity: Face-to-face interactions help build trust and authenticity between students and your brand. You can better understand their needs, preferences, and concerns by having genuine conversations.
Create Buzz and Word-of-Mouth Marketing: Exciting on-campus activations can generate buzz among students and encourage them to share their experiences with friends, amplifying your brand’s reach and impact.
Showcase Your Brand’s Personality: Face-to-face activations give you a unique opportunity to showcase your brand’s personality, making it more relatable and appealing to your target audience.
Foster Long-lasting Relationships: By engaging with students directly, you can establish long-lasting relationships that result in lifelong customers and brand ambassadors.
Stand Out from the Crowd: In a world where students are bombarded with digital advertisements, face-to-face activations can help your brand stand out and make a lasting impression.
Collect Valuable Data: On-campus activations offer an excellent opportunity to collect valuable data, such as email addresses, preferences, and feedback, which can inform future marketing strategies.
Capitalise on Networking Opportunities: Face-to-face activations provide a unique platform for networking with other brands, influencers, and key decision-makers in the UK university market, opening doors to future collaborations and growth.
There you have it – the top 10 reasons why face-to-face activations are still relevant and incredibly effective in today’s digital age. Combining these tactics with your digital marketing efforts can create a winning strategy that truly resonates with the UK university market. So, go ahead and make your mark with unforgettable on-campus experiences that leave a lasting impact on students, and watch your brand skyrocket to new heights!
10 Mind-Blowing Tips to Boost Your Brand on Campus: Uncovering the TikTok Success Story.
Attention, universities and marketers! Are you ready to take your brand to the next level and learn how to create a viral sensation on campus? Then buckle up because we’re about to unveil the secrets of the TikTok campaign that changed the game for advertising to UK students.
In 2018, TikTok approached BAM to launch an experiential student campaign across key London universities. The results? A massive increase in brand awareness and user acquisition. Discover the top 10 tips and insights from this revolutionary campaign to skyrocket your brand’s popularity among UK students.
Focus on Artistic and Performance-based Courses: Students in these courses will likely be more inclined towards creative and social platforms like TikTok. By targeting this demographic, you can tap into their interests and make your campaign more effective.
Conduct Pre-event Surveys: Gathering data and insights beforehand can help you tailor your campaign to the preferences of your target audience, ensuring maximum engagement and success.
Leverage Influencers: BAM sourced the best BNOCs (Big Names On Campus) from each university to promote the upcoming experiential days. Collaborate with campus influencers to amplify your brand message and reach a wider audience.
Create Experiential Events: TikTok executed exciting experiential events across the city, varying at each event, from candyfloss machines to giant iTabs, photo booths, and DJs. This created buzz and encouraged students to engage with the brand.
Encourage Real-time Content Creation: Use interactive tools, like the giant iTabs in TikTok’s campaign, to enable students to try your product or service and create content they can share on social media, boosting your brand’s visibility.
Amplify the Atmosphere: A DJ booth can be a game-changer, attracting crowds and creating an energetic vibe. Combine music with interactive elements to create memorable experiences and encourage students to engage with your brand.
Integrate Digital Media: BAM facilitated additional staffing and digital media in cohesion with onsite activations, creating a seamless and consistent brand message across all channels.
Utilise Push Notifications: The TikTok campaign saw a 78% open rate from on-site event push notifications. Use targeted push notifications to engage your audience and drive sign-ups.
Conduct Post-campaign Surveys: Gather feedback from your target audience to analyse the effectiveness of your campaign and make data-driven decisions for future marketing efforts.
Capitalise on Word-of-mouth Recommendations: TikTok’s campaign saw the number of students who use the app increase from 4.7% to 13.9%. Encourage students to spread the word about your brand, creating a viral effect that boosts your reach and brand awareness.
The TikTok campaign’s success story shows that with the right strategy, creativity, and data-driven approach, you, too, can make your brand go viral in the UK university market. Implement these ten mind-blowing tips to revolutionise your brand’s presence on campus and achieve phenomenal results!
Stay Ahead of the Curve: 3 Emerging Trends in Face-to-Face Activations You Can’t Afford to Miss.
The marketing landscape is constantly evolving, and with it, the way we engage with youth audiences. In recent years, digital marketing has become increasingly popular, but the value of face-to-face activations must be considered. With face-to-face events such as Festivals, Prides and University on-campus events being a prime opportunity to connect with youth audiences, keeping up with emerging trends and strategies for effective face-to-face activations is essential. This blog post will explore the future of face-to-face activations and how brands can successfully market to youth via face-to-face experiential activations.
Trend #1: Immersive Experiences
One of the emerging trends in face-to-face activations is the move towards immersive experiences. Youth audiences are looking for more than just a product or service – they want to be fully immersed in a brand experience. Brands can achieve this by creating interactive installations or pop-up activations that allow youth audiences to engage with their products or services in a memorable and meaningful way.
Trend #2: Sustainability and Social Responsibility
Sustainability and social responsibility are becoming increasingly crucial to youth audiences, and brands demonstrating a commitment to these values are more likely to connect with them. Brands can incorporate sustainable materials or practices into their face-to-face activations or partner with charities or non-profit organisations to positively impact and appeal to youth audiences who care about social issues.
Trend #3: Personalisation and Customisation
Youth audiences are looking for personalised experiences that cater to their individual needs and preferences. Brands can achieve this by offering customised products or services or using technology such as augmented reality to create unique and interactive experiences.
Strategy #1: Engaging Youth Influencers
Youth influencers can play a crucial role in face-to-face activations by helping to promote the brand and drive engagement. Brands can partner with popular youth influencers or create youth ambassador programmes to connect with their target audience and create a buzz around their products or services.
Strategy #2: Creating Shareable Moments
Experiential events provide the perfect opportunity to create shareable moments that can be captured and shared on social media. Brands can create unique and memorable activations that are visually appealing and encourage youth audiences to take photos and share them on their social media accounts.
Strategy #3: Integrating Technology
Technology can play a significant role in face-to-face activations, and brands can leverage it to create engaging and interactive experiences for youth audiences. This can include everything from virtual reality experiences to interactive photo booths that allow youth audiences to share their brand experiences on social media.
Face-to-face activations remain a valuable marketing tool for connecting with youth audiences at festivals and pride events. By keeping up with emerging trends and strategies, brands can create immersive experiences that resonate with youth audiences and drive engagement and loyalty. Whether it’s through immersive experiences, social responsibility, personalisation, or integrating technology, brands that prioritise face-to-face activations are sure to stand out in the ever-evolving marketing landscape.
10 Unbelievable Hacks to Skyrocket Your Brand’s Impact on the Youth Market: Revealing the Wagamama Success Strategy.
Wondering how to level up your brand’s presence and create a lasting impression on the coveted youth market? Look no further! We’re about to dive into the Wagamama experiential campaign that took the UK by storm and share the top 10 tips and insights for a successful marketing campaign in the university sphere.
Wagamama approached BAM for their expertise in youth experiential marketing to raise brand equity and boost restaurant student custom. Here’s how they did it and how you can do it too:
Look Beyond Freshers Fairs: While Freshers Fairs can provide excellent opportunities for brand exposure, they can be costly and overcrowded. Wagamama decided to conduct an experiential campaign during the critical first 100 days to gain the full attention of its target market.
Bring the Experience to Them: BAM developed a fully branded sampling vehicle with a functional kitchen, allowing Wagamama chefs to impress students with their tasty cuisine on campus.
Think Big and Bold: With extra space on campus outside Freshers, BAM opted for 3m tall feather flags and an oversized armchair for selfie-loving students to enjoy, creating a unique and memorable experience.
Opt for On-the-Go Solutions: Knowing that students prefer to eat on the go, Wagamama’s sampling vehicle focused on providing quick, easy, and delicious food samples rather than setting up seating and dining areas.
Cater to the Health-Conscious Youth Market: Wagamama offered a vegan yakisoba noodle dish that catered to the increasingly health-conscious student demographic, making their brand even more appealing.
Plan a Nationwide Tour: The “Teppvanyaki Tour” visited 17 university campuses across the UK, maximising the brand’s reach and impact on the student market.
Leverage Sampling for Higher Engagement: Students love freebies and like to try them before they buy. Sampling is the most effective way to encourage students to try something new and increase your consumer base.
Offer Exclusive Discounts and Incentives: Wagamama distributed vouchers offering a buy one get one free deal on main meals to encourage students to visit their nearest restaurant.
Track Your Campaign’s Success: Wagamama’s in-house team tracked redeemable voucher redemptions to gather quantifiable results on the campaign’s success, ensuring data-driven insights for future marketing efforts.
Create Lasting Impressions for Long-term Consumers: A successful campaign, like Wagamama’s, leaves a lasting impression on young consumers, turning them into future life-long customers.
The Wagamama experiential campaign serves as a shining example of how to create a lasting impact on the youth market. By following these ten unbelievable hacks, you, too, can skyrocket your brand’s presence and success in the UK university sphere. So, go ahead and make your mark in the student market – the sky’s the limit!
10 Must-Have Tools for Unforgettable University On-Campus Activations: Unleashing the Power of Youth Marketing.
Hey there, fellow youth marketing enthusiasts! Are you ready to dive into the world of on-campus activations and tap into the boundless potential of the UK student market? You’ve come to the right place! In today’s blog, we’ll share our top 10 tools to help you create unforgettable on-campus experiences and empower you to connect with UK students on a deeper level. So, without further ado, let’s get started!
Geofencing Technology: Maximise your on-campus reach by utilising geofencing technology. By creating a virtual perimeter around your target area, you can send targeted push notifications to students’ smartphones, alerting them of your event or promotion in real time. This is a fantastic way to increase foot traffic and face-to-face interactions with potential customers.
Snapchat Filters and Lenses: Snapchat is a popular platform among UK university students, making it an essential tool for youth marketing. Create custom filters and lenses for your on-campus activation to encourage user-generated content, boost engagement, and create a buzz around your event.
Interactive Displays and VR/AR Experiences: Capture students’ attention with interactive displays and immersive VR/AR experiences. These technologies allow you to create a memorable and engaging activation, increasing the likelihood of students sharing their experiences on social media and spreading the word.
Influencer Partnerships: Partner with local UK influencers and student ambassadors who can amplify your message and help promote your on-campus event. By leveraging their social reach and influence, you can create a strong sense of authenticity and trust among the student community.
Mobile Event Apps Develop a mobile event app to streamline the on-campus activation experience for students. Provide them with important event information, real-time updates, and interactive features encouraging participation and engagement.
Gamification and Contests: Gamify your on-campus activation with fun contests and challenges to drive student participation. Reward students with exclusive offers, discounts, or even branded merchandise for their involvement. This will help you create lasting connections and brand loyalty.
Social Media Integration: Integrate your on-campus activation with social media channels to generate buzz and foster community. Encourage students to share their experiences, photos, and videos using a custom event hashtag to drive engagement and promote your brand.
Creative and Engaging Content: Develop visually appealing and shareable content that resonates with your target audience. This could include eye-catching infographics, interactive quizzes, or engaging videos that help showcase the unique value of your product or service.
Data Collection and Analytics: Make data-driven decisions by collecting and analysing key metrics from your on-campus activation. Understanding what resonates with your target audience will help you optimise your approach and increase your chances of success in future campaigns.
Sustainability and Social Responsibility: Demonstrate your commitment to sustainability and social responsibility by incorporating eco-friendly practices and supporting local UK causes within your on-campus activation. This will help establish a positive brand image and foster a sense of goodwill among students.
So there you have it, folks! Our top 10 tools for creating an unforgettable and impactful on-campus activation within the youth marketing industry. By leveraging these tools, you’ll connect with your target audience on a deeper level and increase brand awareness, engagement, and loyalty among the next generation of consumers.
Remember, the key to unlocking the power of youth marketing lies in building meaningful connections and providing value that resonates with students. With these tools in your arsenal, you’ll be well on your way to success in the exciting world of on-campus activations across the UK!
Stay updated on the latest trends and insights within the youth marketing industry, and be ready to adapt your strategies as needed. This will help you stay ahead of the curve and maintain a competitive edge in this ever-evolving landscape.
Happy activating, and best of luck in your on-campus university activations!
Welcome back to University on-campus activations
With the Government road map seemingly going to plan, it’s time to start getting ready for the return of live activations and experiential events. We, for one, can’t wait to get back fully to our on-campus promotions.
Well, to be honest, we have never really been away! From running multiple Freshers Fair activations across the country in autumn 2020, to distributing care packages throughout the year within halls and on University campuses. Although we feel lucky to have been able to engage with the student audience in these crazy times, we can’t wait for that full engaging interaction, the hustle and bustle of events such as Freshers Fairs or festivals, and for our whole promotional staffing team to be back out doing what they do best!
So, what is the footfall and student audience going to look like in the months ahead? This month, we have witnessed footfalls reaching over 2,000 within a 6 hour period on campus, and the interaction is high due to the starvation of brand interaction over the last year.
In line with the Boris & co roadmap, we are hearing that many Universities will have all students back on campus by the start of the third term. Now, it should be noted that this is ‘the ability to have all students back’, it doesn’t mean all will be roaming the campus and all back to in-class learning, some students may choose to stay at home and some will still be doing remote learning. There are many elements to balance, but as students have paid for their accommodation until June, there will be a strong desire to return to campus, to be with their friends and enjoy a little taste of University life that has been stripped from them.
There is mixed forecasting from the Students’ Unions, but there is a strong belief that external on-campus promotions can and will be viable at many universities after the Easter Holidays. That’s right, it really is viable! On-site and on-campus activity is available from late April till the end of the year. Here at BAM, we have already started to secure bookings for our clients in May, and using the advantage of booking non-competitive brands on the same day allows for a bigger audience draw. So, what are you waiting for?!
Then to the final date, the big one on June 21st. We know there is a hunger for Students’ Unions to get their on-site activations and events back up and running as soon after the final restriction is lifted. Sheffield Students’ Union, for example, sold out instantly for their ‘Forgotten Freshers’ club nights, scheduled for late June. 10,000 tickets selling out within 15 minutes of going live, as reported by The Tab. There is a hunger out there for normality and with the restrictions lifted, students will revert to type and the first years have a lot of making up to do!
As we head towards the start of the next academic year and Freshers 2021, the dizzy and exciting feeling is starting to return in anticipation of the madness! The anticipation that we will once more witness the busy and queuing gatherings of students enjoying the freebies, and engaging with the world’s best student-focused brands. We just can’t wait for this!
We have received multiple confirmations of dates for Freshers Fairs, and bookings have started for what’s probably going to be the biggest and best freshers season ever! From our head office staff to our event managers, team leaders, promotional staff and our logistics teams, welcome back to our way of life, we have missed you!
Delivering brand care packages to uplift students hearts and minds
The last year has been a torrid period for experiential marketing. BAM as a youth marketing agency, during this time, has had the ability to seek routes for brands via engagement and encapsulating digital channels, however, as a medium, nothing truly gets to the heart of engagement like face to face Experiential Marketing. We are missing experiential and can not wait for its return. In the meantime, we had to diversify.
With the inability to do face to face campaigns through promotional experiential activations, but a desire from our brands to reach out physically to the student audience, we had to find a solution. So that’s what we did… Through high quality and bespoke care packages, we designed and planned the distribution to students, without any value exchange required. A pure gesture of kindness and thoughtfulness.
The care packages were designed to be of high quality and something the students would actually appreciate. Graduate recruiters, Milkround provided a chunky box of fresh Fruit and Vegetables to boost the minds and bodies of students across the UK. Get Into Teaching provided Emergency Brew Boxes, with quality Tea, Coffee, biscuits and a Mug, Just add hot water!
Over the last few months, thousands of care packages were distributed to students across the country, from Newcastle to Southampton. Through student hall locations to University campuses. It’s been a pleasure to work with these brands and to deliver not just the care packages to students, but a smile also.
Get in touch with our team to see what ideas we can develop to bring your brand to life.
