ROLLING
STONE "COLLEGE LIFE"
THE
CHALLENGE:
•
Provide the magazine with unique insight into the college experience by capturing
extensive and personal information about college lifestyles nationwide.
THE
APPROACH:
•
Become completely immersed in the college experience by spending a week on each
of twenty campuses—trailing students to class, lunch, and mid-week parties.
Conduct hundreds of personal interviews and random dorm room inspections that
include a closet tour of fashion highlights and lowlights.
THE
RESULTS:
•
Our spot-on description of trends and lifestyles enabled Rolling Stone
to better understand and target the college demo and to forecast the direction
in which musical tastes were headed.
.
