Pion has partnered with College Inc to get Alex Kronman's take on back-to-college on-campus advertising. College Inc is a college marketing platform—you can meet them at YMS NYC 2025 in October!
Connecting with Gen Z requires meeting them where they are, and despite their digital-native reputation, that still means showing up on campus. Whether it's literally, in person, or with posters.
On-campus media and activations during the back to school period are a powerful way to cut through the noise and build genuine connections.
As Alex Kronman, CEO & Founder of College Inc, explains:
Back-to-school is a concentrated dose of college, those first few weeks of days are packed full of new bonds, stimuli, and promise. Tactically, $47 billion is spent during college move-in – that’s $7 billion more than Black Friday.
On-campus activations create memorable experiences that can't be replicated online and allow brands to become a tangible part of student life. Here’s how leading brands are showing up on campus to tackle key marketing challenges and win over the next generation of consumers.
Google humanises AI experiences across campuses
One of the biggest pain points for marketers today is the rapidly changing landscape and the rise of new technologies like AI. Many also face a fear of AI and worry about how to implement it effectively without losing the human touch or alienating their audience.
Google overcame this challenge with their "Shop with Google" back-to-campus tour. At events like Lollapalooza, they used a transformed 30-foot container designed to look like a college dorm to promote their new AI tools, such as Google Lens. Students could take a photo and instantly get fashion recommendations or use their front-facing camera to virtually try on makeup products.
This experiential activation made a complex technology feel fun and accessible. Instead of simply talking about AI, Google showed students exactly how it could be a helpful tool in their daily lives, helping them with their back-to-school shopping. The tour is set to visit several universities, including the University of Miami, University of Texas at Austin, Howard University, and Arizona State University.
We see about a 40% conversion lift when brands shift a third of a college targeted budget into physical media on campus. When 70% of students block ads online and 80% skip social video in under a second… part of the answer is just time on target.
- Alex Kronman, CEO & Founder of College Inc
By blending the digital with the physical, Google demonstrated the practical value of their AI tools in a setting where students were already primed for discovery and social interaction. For brands, the takeaway is clear: Use on-campus media and activations to make cutting-edge technology feel tangible and useful.
Skippy's "Crushin' It Tour" spreads more than just peanut butter
Marketers constantly struggle with understanding dynamic audiences and tailoring their message to rapidly changing consumer behaviors. For youth marketers, this means grappling with Gen Z’s deep-seated values, like their commitment to social justice and community.
Skippy successfully navigated this challenge with their "Crushin’ It Tour," which combined brand promotion with a values-driven mission. They traveled to four campuses in the Southeastern U.S., offering students football-themed games, photo ops, and peanut butter samples. They also partnered with popular student athletes from schools like the University of Alabama, University of Mississippi, and Clemson University to create an authentic connection.
Beyond the fun, Skippy's campaign addressed a major issue facing college students: food insecurity. They donated 5,000 jars of peanut butter at each stop, totaling 20,000 jars and enough to make over 300,000 sandwiches.
The brand also awarded a "Spread the Success" giveaway, giving one student at each school a monthly supply of peanut butter for the rest of their undergraduate years. This initiative showed Gen Z that Skippy's values aligned with their own, proving that their commitment was more than just "marketing fluff."
Skippy's campaign proves that brands can be both a partner in daily life and a force for good. By aligning your brand with your audience's values, you can build authentic connections that resonate far beyond a single event.
Ulta Beauty's "College Glow Up Tour" cuts through the noise
Marketers across all industries face the same struggle: content saturation. It’s hard to stand out when every brand is vying for attention on the same digital platforms. This is especially true for the highly competitive health and beauty sector, which relies heavily on social media and influencer marketing for discovery.
Today’s students have just consumed so much content – so many ads – that it’s harder to stand out.
- Alex Kronman, CEO & Founder of College Inc
Ulta Beauty tackled this head-on with their "College Glow Up Tour," a clever on-campus campaign that drove massive engagement. Rather than just setting up a traditional booth, they used a vibrant, eye-catching ice cream van to hand out beauty samples. The long lines and buzz generated by the "free beauty goodies" created a powerful, real-world moment that was perfect for social media sharing.
The campaign wasn't just about freebies; it was a strategic move to promote their Ulta Beauty Rewards loyalty program.
By combining an exciting physical experience with a clear call-to-action for their loyalty program, Ulta linked a fun, shareable moment directly to a long-term business goal. They gave students a reason to engage with the brand in person and then continued that relationship through a digital platform, turning discovery into a measurable outcome.
Ulta's approach shows that by creating a unique and buzzworthy physical experience, you can generate authentic user-generated content (UGC) that organically amplifies your message across social media and cuts through the noise. The key takeaway for brands is to design ads or experiences that are so compelling, it makes students stop in their tracks.
How can you show up on campus for students?
Forget TikTok. Gen Z students spend the most time on campus, and that's where you need to be to reach them. A successful campus present is not just about blending authenticity with value for students, but about being consistent. Actually be there.
We see much higher yields when brands go for consistency of presence rather than being omnipresent for a few days and then evaporating into the wind.
- Alex Kronman, CEO & Founder of College Inc
Here are three key takeaways for creating on-campus campaigns that deliver measurable results:
Move beyond the discount
While price is a factor for financially anxious Gen Z and students, a simple discount isn’t enough. Brands that offer value-driven offers and align with a community's core values, like Skippy addressing food insecurity, create a stronger emotional connection and long-term loyalty.
Bridge the physical and digital
The most effective campaigns blend real-world experiences with digital tools. Google's on-campus tour used a physical space to showcase its virtual AI features.
Your goal should be to create in-person moments that encourage user-generated content (UGC) and drive online engagement.
Show up on campus and be consistent
Gen Z trusts peer recommendations and niche communities over traditional advertising. On-campus offers and deals, like Ulta Beauty's rewards program are a perfect way to tap into these communities.
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