To introduce college students to the new Adobe Creative Cloud, the Adobe & U College Tour was created — a traveling carnival-meets-lounge event that visited colleges offering creative majors. Students learned about the Cloud, played the claw game for prizes, test drove the Cloud and grooved in the Creative Lounge.
Campaign Elements: Experiential | Live Event | Digital | Gamification
Students were invited to use the Adobe Creative Cloud programs to create promotions for bands. The winning design was rewarded by bringing the band to that student’s college for a free concert.
At the live event, students approached an interactive kiosk where they were quizzed about their Creative Cloud knowledge. Every correct answer gave them time to be used in the Crane Game Claw Challenge.
With the time they earned, students were able to play the Crane Game and collect great prizes including annual subscriptions to the Adobe Creative Cloud.