Entertainment in marketing to gen Y college students can be the tool to turn their attention from what they are currently doing, toward your company. 
When I think about the words entertainment and marketing, my mind goes toward Super Bowl ads. As much as people complain about commercials during regular weekly shows, it’s shocking to see how excited everyone gets for the commercials during the Super Bowl—myself included.
But when it comes to entertainment and college students, my mind goes to YouTube. Not only does gen Y spend countless time watching all types of videos on there, you have other guys who are filming and posting their own content. In the classroom, professors are using YouTube to show supplemental material and student slide shows include links toward a particular video they have found.
What is it about entertainment that is so important to college students? I am going to attempt to uncover this mystery with my own experiences:
1. We want to have fun – even if that can be done through an advertising campaign.
2. We admire those that have the ability to entertain – it separates you from everyone else.
3. We love to talk about what we have been entertained by – to impress our friends.
4. We like being individually engaged – because it makes us feel important.
What does this mean for marketers?
I would emphasize point number 4 above. Target me and know my interests. Allow me to opt-in to your email marketing campaign and send me targeted emails based on what I have identified as my interests. Be willing to portray your company as being fun. Film and upload a YouTube video. Use creative advertising. Just don’t go over the top.
Be entertaining.
Kyle Schroeder
Slingshot Summer Intern
ExactTarget Feed
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