Eller’s AdTEAM Takes Second Place In American Advertising Federation National Student Competition

A team of undergraduates in the Eller College of Management placed second in a competition to develop a peer-to-peer promotional plan for Tinder at the American Advertising Federation’s Annual National Student Competition.

Leah Bondar ’21 BSBA (Marketing), Daniel Brown ’23 BSBA (Marketing), Brandon Bailey ’23 BSBA (Marketing), Lucy Okmin ’23 BA (Communications) and Marin Stewart ’21 BA (Retail/Film and Television) presented to a panel of four judges.

The team was supported by Eller students Ally Isenminger ’21 BSBA (Marketing), Roman Martinez ’23 BSBA (MIS), Regan Robillard ’23 BSBA (Accounting) and Jason Zhou ’23 BS (IT) as well as Lauren Hiett ’23 BA (Psychology).

Each year the American Advertising Federation National Student Competition presents a case study for more than 220 college chapters. The 2021 competition sponsor was Tinder, which was introduced on college campuses across the United States in 2012. Since then, the app has been downloaded more than 340 million times in virtually every country in the world in more than 40 languages. 

Eller’s AdTEAM created a new branding campaign for Tinder aimed at a target market of Generation Z. The students completed primary research to better understand the target audience including a Qualtrics survey and multiple in-depth interviews. After analyzing the primary and secondary data, they incorporated their insights into a multi-touchpoint campaign to increase new user registrations. The proposed $10 million budget positioned Tinder as turning over a new log—one that will light fires and keep them lasting all year long complete with the creative that sparks Tinder's Hot Spots by building brand love and reinforcing the idea that Tinder is a place for anyone and can provide a positive experience.

“The students were well prepared and offered a creative Hot Spot and strategic campaign for the competition,” says Marketing Instructor Ed Ackerley, the team’s faculty advisor. “They thought through every aspect of this campaign and were able to take a really simple idea for Tinder and bring it to life in a compelling way. They did a phenomenal job of representing the Eller College of Management and the University of Arizona.”