FORT WORTH, Texas, Aug. 10, 2015 /PRNewswire/ -- Texas Christian University, a nationally recognized private university, has partnered with Cambridge, Mass.-based mobile advertising platform provider Vivoom. The relationship will kick off with the "Unite for the Fight" campaign to help build excitement for the upcoming football season. However, things won't end there. The university's use of branded user videos will support a range of activities and initiatives across athletics and beyond.
TCU is known for programs designed to encourage discovery, creativity, leadership and connections to community. That focus led TCU to seek a partner able to bring together the university's mission with the voice of the community to tell the TCU story in an innovative and effective way. "Unite for the Fight," which begins on Aug. 3, will allow Horned Frogs fans to submit videos of themselves showing their purple pride. By working with Vivoom, TCU will enable fans to shoot and share videos in a snap – videos that will not only show off fans' passion, but will also feature TCU colors and imagery. One lucky fan will be selected for the unprecedented honor of carrying the TCU flag onto the field for the home opener on Sept. 12.
"The partnership with Vivoom is exciting," said Drew Martin, assistant athletics director for marketing. "We partnered with Vivoom because their technology brings together the power of our brand and the authentic voice of our community to create branded user video spots that people can share through their own social media channels. We love giving our community a voice in celebrating our unique heritage and bright future. Vivoom allows us to make fan, student and alumni participation a part of any campaign easily and at scale."
"It's exciting to see the enthusiasm people have for the brands that matter to them come to life through co-created videos," said Katherine Hays, founder and CEO of Vivoom. "Our approach differs from traditional user-generated content because it integrates the brand experience directly with the fan content. The results are highly engaging, authentic and on-message mobile video spots created by fans and shared with friends. TCU joins a growing number of brands – from entertainment, to retail, CPG or higher education – that are recognizing the power and potential of branded user content."
The Vivoom mobile marketing platform will provide TCU with four key capabilities:
- Create and distribute the best performing mobile ad unit – branded user content
- Track performance – clear metrics on number of views, time spent viewing and conversion rates are all accessible in real time
- Collect, moderate curate and republish content – provides total control over which user created videos appear – regardless of who shares them or where they are shared
- Incredible results – with views to completion of co-created video spots averaging a stunning 65% and response rates on the embedded call to action within these branded user videos at 10%, TCU can expect big impact without a lot of cost or complexity
"We're excited to be bringing Vivoom to the TCU community," Martin said, "and are looking forward to seeing the creativity our students, boosters, friends and alumni put to work for TCU." Beyond athletics, TCU will use the partnership with Vivoom to support admissions and alumni relations. Future campaigns will focus on this fall's homecoming game, the student experience and alumni engagement.
About Texas Christian University
Founded in 1873, TCU is a world-class, values-centered private university based in Fort Worth, Texas. The University is comprised of eight schools and colleges offering 117 areas of undergraduate study, 62 master's level programs and 25 areas of doctoral study. Total enrollment stands at 10,033, including 8,647 undergraduates and 1,386 graduate students. The student/faculty ratio is about 13:1, and 84 percent of TCU's 588 full-time faculty members hold the highest degree in their discipline. TCU consistently ranks among the top universities and colleges in the nation, and the Horned Frog family consists of some 85,000 living alumni. For more information, please visit www.tcu.edu.
Vivoom helps brands, agencies, and media companies create highly effective mobile advertising by transforming ordinary user content into branded video spots in a few seconds. Vivoom, the first branded user content platform, blends the power of your brand creative with the authenticity of user content in a simple, automated process end-to-end. The co-create videos that are generated play full screen for 21 seconds of your brand's message but because it is co-created and sent by a friend, no one minds. They watch it, trust it, and convert on the embedded calls to action at rates that outperform the mobile market. Vivoom's platform offers the tools you need to co-create, feature, moderate, republish, and report on the branded-user video views, views to completion and conversions. Located in Cambridge, MA, Vivoom is funded by Insight Venture Partners, Stage1 Ventures, and Boston's CommonAngels. Learn more at www.vivoom.co.