CAMBRIDGE, Mass., May 25, 2016 /PRNewswire/ -- Vivoom, a mobile media company that enables brand‑safe storytelling with consumers at scale, has announced a new user-generated marketing partnership with the Princeton University Office of Communications that will encourage the creation of mobile, consumer-generated and -distributed content with brand filters and custom calls-to-action automatically included in each video shared. This new partnership enables Princeton to reach constituents including current students, alumni, incoming freshmen and even prospects across digital channels. The move coincides with a broader trend in education where universities are trying to engage and activate their audiences on the platform that matters most – mobile. Princeton will use Vivoom as a vehicle to interact with and engage its large and highly passionate audience, with Princeton-branded user-created videos.
Over the past decade, Princeton – like other leading universities across the United States – has invested in creating and fostering large social networks, websites and even their own mobile apps. Vivoom allows Princeton to activate and engage their community in a new and unique way, enabling their audience to create and share videos with custom Princeton filters. The content creator can then share their work with fellow classmates, friends and family via Facebook, Twitter, email or SMS. With Vivoom, Princeton retains the rights to the videos and can re-publish them at Princeton's various events or on their website and social channels. Vivoom also allows Princeton to flag and immediately remove any inappropriate or off-brand videos regardless of where they are shared.
"In today's day and age, it can be challenging for universities to break through the noise on social media to reach alumni and students," said Katherine Hays, founder and CEO of Vivoom. "Princeton University has a large and passionate community and this partnership provides a brand‑safe platform for the university to engage with students and alumni. We're excited to launch the first campaign during Princeton's famous and unparalleled annual reunion weekend."
"We are thrilled to add authentic, high quality user-generated video as a means to engage our alumni community," said Daniel Day, assistant vice president for communications at Princeton. "We anticipate a high level of engagement using the Vivoom platform at Reunions and then at commencement and throughout the year at other major events."
Day added: "Our prospective applicants, current students and alumni already engage with each other across a range of different social media platforms. With Vivoom, we can reach our community members via email, Facebook and Twitter. Video creators are then free to share their videos however they like, again via Facebook, Twitter and SMS. We're confident this flexibility will maximize both participation in content creation, and viewership."
The first campaign will launch at Princeton University's upcoming Reunions weekend to be held May 26-29, 2016 and attracts nearly 25,000 alumni, family and friends back to campus for community service projects, alumni-faculty forums, dinners and more. This new partnership enables Princeton to use the platform for campaigns throughout the year and may include sporting events, alumni engagement campaigns as well as other University events. Vivoom's unique and patent-protected platform allows Princeton to promote and celebrate its storied brand in this new and impactful way.
Vivoom is a mobile media company that enables brand-safe storytelling between advertisers and consumers at scale. The company has built a platform that allows brands to put people at the center of their entire mobile marketing process – from content creation, to targeting and distribution – and then provides the reporting, moderation, curation and republishing capabilities brands need. This innovative mobile marketing model generates high-quality mobile content at scale that is authentic, highly relevant for consumers and brands, 100% brand-safe and outperforms all other mobile marketing options. Located in Cambridge, MA, Vivoom is funded by Insight Venture Partners, Stage1 Ventures, and Boston's Converge VP. Learn more at www.vivoom.co.
About Princeton University
Princeton University is a vibrant community of scholarship and learning that stands in the nation's service and the service of humanity. Chartered in 1746, Princeton is the fourth-oldest college in the United States. Princeton is an independent, coeducational, nondenominational institution that provides undergraduate and graduate instruction in the humanities, social sciences, natural sciences and engineering. More than 1,100 faculty members instruct approximately 5,200 undergraduate students and 2,600 graduate students. The University's generous financial aid program ensures that talented students from all economic backgrounds can afford a Princeton education.
Lisa van der Pool
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