Massachusetts Beverage Business



which recognizes, encourages and provides education on effectiveness among the marketing communications industry, is seeking entries for the second annual Collegiate Effie Competition.  Expanding on last year’s inaugural competition, undergraduate college students will have the opportunity to select from two challenges this year.  Heineken USA, who jointly developed and launched the competition in 2O1O, will task students with developing a program that addresses the importance of responsible activities related to drinking in a public service announcement (PSA) campaign.  New this year will be a brand challenge in which students will have the opportunity to submit a launch campaign for MINI USA’s newest model, the MINI Countryman.  The PSA challenge will feature responsibility initiatives led by Heineken USA.  Entrants will be challenged to create a campaign that will encourage adult consumers to learn, understand, download, and use the Taxi Magic mobile application as an option to secure a safe ride home after an evening out and avoid drinking and driving.  In order to be eligible to participate, students must be 21 or older as of January 1, 2O11 and currently enrolled full time in an undergraduate program. 
Also, the inaugural Collegiate Effie ‘Brand’ Challenge will focus on the January 2O11 US launch of the MINI Countryman, the first 4-door, all-wheel drive vehicle to join the MINI family.  Undergraduate students will be challenged to create an integrated, multi-channel marketing campaign that drives awareness and consideration of the Countryman among 2O- to 3O-year-olds.  Qualifying campaigns will be reviewed and judged by industry professionals representing expertise in various disciplines, including creative, strategic planning, media strategy, branding, marketing, and social media.  Finalists in both competitions will have the opportunity to present their programs to senior members of the corporate sponsors’ marketing teams.  Entries for both competitions are due no later than March 3.  Judging will occur in April and presentations will be in May.  Entry kits can be downloaded at

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