TCU Extends Vivoom Partnership to Engage and Activate Alumni Community

Alumni Success Campaign Celebrates Graduates' Achievements

FORT WORTH, TX--(Marketwired - Oct 28, 2015) - Texas Christian University, a nationally recognized independent university, has continued its partnership with Cambridge, Mass.-based mobile advertising platform provider Vivoom. This new phase of the relationship will highlight the role a TCU education has played in the lives of alumni from across the country and around the world. It will feature testimonials that focus on the fact that before graduates enjoyed personal and professional success, they were TCU Horned Frogs.

The first branded user content campaign, Unite for the Fight, helped build excitement for this year's football home opener. The current campaign, which launched in September, will continue through October and into November with alumni pride as the central pillar. Alumni are invited to record brief videos using the phrase, "Before I was a [fill in the blank], I was a Frog," and describe how TCU contributed to their achievements in life. They are also invited to "tag" friends to invite them to submit videos themselves. Vivoom's branded user content platform will enhance the videos in real-time for fans with TCU assets and branding. Fans can then tap to share the finished videos peer-to-peer via social channels to help spread the word and build excitement around TCU's alumni programs and community. Vivoom enables TCU to tap into the power of user content in a way that is brand-safe. The platform provides a private feed of all videos so that anything inappropriate can be removed from view immediately across anywhere it was shared.

"The partnership with Vivoom continues to be an engaging and effective one for TCU," said Kristi Hoban, associate vice chancellor for alumni relations at TCU. "In this current campaign, as in the previous one, we appreciate Vivoom's ability to combine the power of our brand with the authentic voice of our community in short, shareable and memorable videos. Vivoom is giving us a way to tap into the passion of our alumni and create connections between the university experience and life success. Vivoom is making it fun and easy to encourage community participation."

"Seeing brands and their fans work together to tell compelling stories that create marketing messages that are welcome, versus interruptive, is so exciting," said Katherine Hays, founder and CEO of Vivoom. "With Vivoom, TCU is able to get its message out in a way that is authentic, brand-safe and effective without worrying about the headaches, like ad blocking, viewability or inappropriate user content that are often associated with digital campaigns or traditional user generated content. It is great to see schools like TCU on the forefront of innovative new advertising models."

The Vivoom mobile platform provides TCU with four key capabilities:

  • User generated content that's 100% brand-safe. Vivoom's patented platform makes it possible for brands and consumers to work together to co-create short (21 second) mobile videos that get shared over social channels and moderated through a live feed by brands no matter where they are shared or who shares them. Vivoom's branded user content is the best performing mobile video because it's authentic, engaging and non-interruptive yet on-brand, high quality and 100% brand safe. 
  • Mobile views comparable to a television spot. Branded user content is full-screen and full-audio, high quality, and on-brand. The co-created videos offer sight, sound and motion, yet, in contrast to television, it's mobile, co-created by consumers and brands and shared by consumers in their own social feeds so it is relevant, trusted and welcome.
  • Mobile advertising consumers love.  Viewers spend 6x more time watching branded user content and respond at the highest rates on mobile -- greater than 10 percent.
  • Transparent mobile metrics. Full reporting on the number of branded user content full-screen views, time spent viewing and conversion.
     

"There is a natural connection between alumni engagement and university advancement," said Hays. "The possibilities are nearly endless and we look forward to exploring them with universities and other affinity groups in the future."

About Texas Christian University
Founded in 1873, TCU is a world-class, values-centered private university based in Fort Worth, Texas. The University comprises eight schools and colleges offering 117 areas of undergraduate study, 62 master's level programs and 25 areas of doctoral study. Total enrollment stands at 10,033, including 8,647 undergraduates and 1,386 graduate students. The student/faculty ratio is about 13:1, and 84 percent of TCU's 588 full-time faculty members hold the highest degree in their discipline. TCU consistently ranks among the top universities and colleges in the nation, and the Horned Frog family consists of some 85,000 living alumni. For more information, please visit www.tcu.edu.

About Vivoom
Vivoom helps brands, agencies, and media companies create highly effective mobile advertising by transforming ordinary user content into branded video spots in a few seconds. Vivoom, the first branded user content platform, blends the power of your brand creative with the authenticity of user content in a simple, automated process end-to-end. The co-create videos that are generated play full screen for 21 seconds of your brand's message but because it is co-created and sent by a friend, no one minds. They watch it, trust it, and convert on the embedded calls to action at rates that outperform the mobile market. Vivoom's platform offers the tools you need to co-create, feature, moderate, republish, and report on the branded-user video views, views to completion and conversions. Located in Cambridge, MA, Vivoom is funded by Insight Venture Partners, Stage1 Ventures, and Boston's CommonAngels. Learn more at www.vivoom.co.