Lynn marketing students promote a nationwide sweepstakes

Students built social media campaigns to promote Travelpro’s “Win a Trip to Hollywood Sweepstakes” for the new movie, “Baggage Claim,” starring Paula Patton and Taye Diggs
Lynn marketing students promote a nationwide sweepstakes

Published Sep. 25, 2013

Students in associate professor Andrew Burnstine’s marketing courses have been working with Travelpro, a Boca Raton-based luggage company, and Fox Searchlight Pictures to create social media campaigns promoting a nationwide “Win a Trip to Hollywood Sweepstakes” for the new movie, Baggage Claim, coming to theaters this weekend (Friday, Sept. 27). Utilizing product placement, viewers will notice Travelpro’s luggage strategically placed throughout the film.

Scott Applebee, vice president of marketing for Travelpro, approached Lynn’s College of Business and Management about getting student involvement for promoting the Baggage Claim sweepstakes. “We thought a social media contest would involve the students in a ‘hands-on’ way to gain ‘real-world’ marketing experience and increase our brand reach,” said Applebee.

Lynn’s marketing students were broken into teams and charged with developing campaigns to help promote Travelpro’s sweepstakes, September’s Challenge (Sept. 2- Sept. 19). Some teams focused on utilizing popular social media platforms like Vine, Twitter, Facebook, Instagram and Pinterest, while others took a more traditional marketing approach, promoting the contest using posters, flyers, email blasts and word-of-mouth tactics. The Lynn team to receive the most contest entries will win a prize.

In addition to having the opportunity to work with a leading consumer goods brand, “this project has everything for a marketing student” said Burnstine. “Students are required to set goals, meet deadlines and develop strategic plans.” 

Four course objectives

  • learn to work with a team
  • develop and implement an effective social media campaign
  • understand product placement and integrated marketing
  • demonstrate written communication skills

“This assignment forces me to be innovative,” said Lynn sophomore Daniel Williams, “and it’s teaching me how to use the skills I will need in the business world.”

Applebee hopes to continue working with Lynn on more projects in the future.