Effie Worldwide, which recognizes, encourages, and provides education on effectiveness among the marketing communications industry, announced its call for entries for the second annual Collegiate Effie Competition. Expanding on last years competition, undergraduate college students will have the opportunity to select from two challenges in 2011. Heineken USA jointly developed and launched the competition in 2010, and will task students ages 21 and older with developing a program that addresses the importance of responsible activities related to drinking in a public service announcement campaign.
New this year to the competition is the chance for students to submit a launch campaign for MINI USA’s newest model, the MINI Countryman.
“Modeled after the Effie North America competition, the Collegiate Effie competition will give undergraduate students a chance to create marketing communication cases that address real world challenges for real world marketers,” said Mary Lee Keane, President of Effie Worldwide. “We are lucky to have such innovative partners in Heineken USA and MINI USA, as they are open to new perspectives and creative ideas for their respective brands.”
The public service announcement challenge will have entrants create a campaign that will encourage adult consumers to learn, understand, download and use the Taxi Magic mobile application as an innovative option to secure a safe ride home after an evening out and avoid drinking and driving.
In order to be eligible, students must be 21 or older by January 1, 2011 and currently enrolled full time in an undergraduate program.
“We were encouraged by the strong response to last year’s program and felt it was important to continue to play a part in the personal and social education of today’s college students,” said Dan Tearno, senior vice president and chief corporate relations officer, Heineken USA. “At the heart of our corporate values is a belief that we have an important role to play in promoting and ensuring responsible behavior related to alcohol consumption. This program allows us to tap into some of the brightest new minds in advertising to ensure that we continue to effectively spread awareness around this issue.”
