STUDENT OVERVIEW

 

Our program brings students and major brands together to address a real-world marketing challenge. The brand presents a brief to student teams, who then use Effie’s framework for marketing effectiveness, to research, ideate and execute innovative marketing strategies.

For the 2020 brand challenge, IBM and Effie will invite college students across the U.S. to develop a non-traditional integrated marketing campaign focused on IBM and The Weather Channel app, the world's most downloaded weather app. The campaign should drive relevance for the IBM brand and showcase the interesting and surprising ways that IBM and The Weather Channel (an IBM Business) affect consumers' daily lives.

In order to access the Effie Collegiate Curriculum, please submit the Intent to Enter Form and review & sign the NDA. Once received and confirmed, the Effie Collegiate team will reach out with credentials for curriculum access. All participating students & professors will have complimentary access to the Effie Collegiate Curriculum.

 

Eligibility

The Effie Collegiate competition is open to students enrolled full/part-time at accredited U.S. educational institutions.  This includes undergraduate/graduate students, those enrolled in portfolio programs and online programs.  International students, who have a valid student visa are eligible to participate.

Entries may be submitted by a group ("team") of two to four individuals. Teams may not exceed four persons.  Team members are not required to attend the same school.  All concepts must be the work of the students, but participants are encouraged to seek the advice and guidance of professors/instructors/faculty advisors.

The competition is free to enter.

Finalists 

Two finalist teams will be invited to pitch their ideas to the IBM brand team at their New York Office.  Additionally, selected finalists will receive monetary prizes and winners will receive certificates to celebrate their achievement.

At IBM's sole discretion, the academic department of the winning team will be awarded a monetary prize.

More details on Eligibility, Entry Requirements, and Prizes in the Entry Kit.

Curriculum

Effie is excited to launch the ‘Effie Collegiate Curriculum.' The curriculum will guide students through a selection of Effie-winning cases to introduce the Effie framework for Marketing Effectiveness (Challenge, Context & Objectives; Insights & Strategic Data; Bringing the Idea to Life (Creative Execution); and Results (Measurement Methodology)) and illustrate how to apply these concepts to their projects.

In order to access the Effie Collegiate Curriculum, please submit the Intent to Enter Form and review & sign the NDA. Once received and confirmed, the Effie Collegiate team will reach out with credentials for curriculum access. All participating students and professors will have complimentary access to the Effie Collegiate Curriculum.

ENTRY DEADLINE:

APRIL 16, 2020

 

FINALIST NOTIFICATIONS:

JUNE 2020

STEPS TO ENTER