College Recruits Academics Like Star Athletes

The fame game is now being used by at least one small liberal arts college as way to close the deal with undecided high school seniors. According to this article in the Philadelphia Inquirer, Wilkes University has invested money (over $200K) in a quirky campaign to get admitted students to say yes. Here's how it works:

Justin Chung knew Wilkes University wanted him when he got one of its first acceptance letters in February. But he didn't know how badly until he saw the mall kiosk with his name on it.

And the pizza boxes.

And the commercial on MTV and VH1.

"Justin Chung of Council Rock South. As a weightlifter, you never push your limits without a spotter to help. Wilkes University feels the same way about your education. (We just use less talc.)"

The shout-out is part of a quirky advertising campaign targeting eight high-achieving seniors who were accepted to the relatively small liberal arts university in Wilkes-Barre but had not yet made up their minds.

"It's like I'm famous," the Richboro, Bucks County, teen said at Neshaminy Mall, where he works at the Hollister Co. clothes store, around the corner from a kiosk with his name in foot-high letters. "The girls like it."…

… In addition to billboards, the ads turn up in places that reflect youthful love of gossip, meaning a big presence online, including MySpace.com as well as two college sites, www.aroundwilkes.com and www.hellowilkes.com.

In a creative twist, the ads are also plastered on pizza boxes from local pizzerias and atop pumps at select gas stations.

I'm surprised they haven't hired the personal paparazzi service to tail these kids…

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