Incorporating social media into your marketing and resident retention efforts is good practice for all student communities.
In 2013, Grand Theft Auto V broke six world records, including "Highest revenue generated by an entertainment product in 24 hours" and the "Fastest entertainment property to gross $1 billion". Those are some big time numbers, making it one of the biggest game franchises in the world. A few days ago I ran across a marketing video for GAS Coffee in Kursk, Russia, that was absolutely brilliant in its use of this popular game series to drive attention to its brand. The video uses live action actors, but shot in a way to mimic the mechanics of early Grand Theft Auto games, and is titled, "GTA Kursk City", formatted just like the games. It is uncanny how the video creates the video-game like feel, along with exaggerated motions from the characters. Yes, there are "mature" elements of the video, including murder, which you would normally not associate with marketing a coffee shop, but the target market of this video won't care about that at all, and will find this video absolutely engrossing. And not only is the concept incredible, but it also weaves the target company into the video seamlessly, as the character steals a car and makes his way to the final destination, GAS Coffee. From our industry's perspective, this type of marketing is probably geared most towards student housing, as it would completely miss the mark with conventional multifamily. But for that student housing market, it would be a huge hit. I hope you enjoy this unique marketing example!...