From the Nominator

"The University of Vermont surprised lucky prospective students with a technologically innovative way to immerse themselves in life on UVM’s campus. Branded cardboard virtual reality glasses and an accompanying print piece (with instructions and messaging) allowed students to put themselves directly into energetic and uniquely UVM experiences, both on-campus and off, using their own cellphones to view 360-degree videos.   

The goal was to provide an immersive experience allowing prospective students in distant markets to put themselves on-campus and in Vermont without having to travel. This unique way for students to virtually “visit” was based on data insight that 80 percent of prospective students who visit campus end up applying.  

The videos, hosted on UVM’s YouTube account, are accessed via QR codes on the accompanying print piece. Students assemble the cardboard VR glasses, scan a QR code, place their device in the assembled glasses, and watch the content through the viewfinder to engage in the experience(s). A landing page was also created, knowing the print piece could be misplaced.   

In total, 1,000 VR sets were mailed to male inquiries ahead of our application deadline. The VR glasses mailing was part of a much larger multi-channel marketing campaign with the goal of building UVM awareness and driving action—inquiries and applications—in three distant markets: Seattle, Atlanta, and the Greater DC area, all with positive enrollment trends. The VR glasses had measurable success, as did the campaign. Proof of its success is that UVM is expanding the campaign into more markets based on the results."

From the Judges

This is the most innovative idea seen this year. The number of applications converted to enrollment due to this campaign would have provided greater ROI insight, but overall the provided metrics indicate a significant increase in applications received. Overall, the campaign was both highly creative and successful. Great work.