About This Project

Sony was looking to win with students. They wanted to achieved sustained presence on-campus and organically seed the Sony brand within Student Life. They turned to IG to leverage our robust Campus Intercept network.


Delivering a successful Ambassador program starts with finding the right advocates. We turned the traditional recruitment process into a dynamic experiential one. 3 trained teams took to the streets to deliver Sony product demonstrations and to help find our perfect candidates. We didn’t stop there. We visited national student leadership conferences to look for our recruits. After carefully screening and selecting our Ambassadors, we worked with each campus team to craft an activity schedule which was optimized for their campus.


Over a 13 week period, we exceeded every KPI and stimulated Sony assortment at major Campus Retailers.

Campus Ambassador, Creative, Experiential