The Georgia Tech Alumni Association reimagined what it means to “come home.” Homecoming doesn’t have to be an in-person event; it is a state of mind, a warm feeling, and the pride of being a part of a family.
The Georgia Tech Alumni Association’s @HOMEcoming 2020 activation featured a recorded tour, a virtual history lesson, Ambassador Instagram Takeovers, and a virtual parade. The cornerstone of @HOMEcoming was the Most Tech’d Out Yellow Jacket Contest. This virtual competition gave alumni the opportunity to submit pictures of their Tech’d Out spaces at home for the chance to win three Techy prizes to further enhance their @HOMEcoming celebrations. All Georgia Tech themed, the prizes included: a full, home-delivered tailgate experience with a tent, catering, TV and lounge furniture; a tailgate grill; and a custom piece of Georgia Tech art painted by a young alumna.
The contest took place over one week, receiving 60 submissions, 7,330 social engagements and 99,281 total impressions. The success of this digitally based activation will become an extension for homecomings in the future to help us reach beyond those who come in person.
From the Judges
Georgia Tech delivered a festive response to the “Homecoming at home” situation that several institutions faced during the pandemic. They provided a good mix of events, contests, and content to engage alumni online. @HOMEcoming is a well-branded and well-executed virtual experience. As in-person celebrations return, institutions can use this model to engage alumni who cannot return to campus.
