Urban Outfitters is taking its back to school marketing to the next level. For its first dedicated back to campus commercial, “All Together Now,” the brand brought together 70+ students from more than 10 universities for a massive campus party filmed inside Rutgers University’s football stadium. On top of the commercial, the campaign will roll out across student-created videos, behind-the-scenes content, special store displays, and Game Day events on college campuses. There’s even a dedicated shopping page where young shoppers can find the outfits worn by the different university groups featured in the film. While UO has been showing up for back to school season for years, this more ambitious, student-driven campaign shows the brand is putting more energy behind winning over college-aged Gen Z as it builds on its recent momentum with young shoppers. (Glossy, Marketing Dive)
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