To raise brand awareness and increase sales among American college students, Fuse hired 120 brand ambassadors at 60 universities across the country. Durex condom samples were distributed along with a $1-off coupon for future purchase. Posters, dorm room door hangers and inserts in school newspapers created campus-wide buzz and fueled a drive-to-web sweepstakes initiative.
Program results included distribution of 600,000 condom samples, a variety of media coverage and over eight million college student impressions over an eight-week period.
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