Oral Roberts University Marries Social Media With Outdoor Ads For #HeadedtoORU Campaign

The college taps into and creates excitement by crowdsourcing photos tagged with the campaign’s hashtag.

Outdoor advertising. One of the oldest forms of advertising. You’d think with the proliferation of digital advertising over the last 20 years that every last billboard in the land would have become firewood. And yet, the medium is alive and well.

Adding liveliness to the medium is Oral Roberts University which, working with Lamar Outdoor, has launched a program to engage potential students with photo-interactive billboards placed in and around the Tulsa, OK area.

An online component of the campaign encourages prospective students to share photos — seemingly any type — to Facebook, Twitter or Instagram with the hashtag #HeadedtoORU. Appropriate photos will then be selected to rotate on one of the 20 digital billboards in the area.

Of the approach, ORU Executive Director for University Relations and Communications Jeremy Burton said:

“We wanted to create a unique outlet to engage with prospective students as they share their excitement about attending ORU. We are excited for the opportunity to partner with Lamar Advertising as we merge traditional billboard technology and social media interaction to create a unique experience for students entering ORU.”

And merge they did. Well done.

Also promoted on the billboards is the university’s College Weekend, held November 6-8, which offers prospective students the chance to check out the college by visiting classes, staying in the dorms and meeting with faculty.

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