Brand activation by a mobile app of e-Learning

Abstract

　     Otsuma Management Academy (OMA), an extracurricular career program at Otsuma Women's University, is conducting e-learning using an English vocabulary mobile app on smartphones as a TOEIC^® measure.

　     We collaborated with the English word test using the English vocabulary mobile app in order to make current high school students, who are potential university students and the smartphone-native generation, recognize and try out the test. Using a branding activation method to experience products and services, we aim to attract the high school students, who may be potential examinees to Otsuma Women's University.

　     Specifically, the name of Otsuma Women's University was exposed on the English word test and the screen. Moreover, the university brochures were sent to the applicants, and the university original goods were presented to only the first 100 people.

　     As a result, brand recognition was reasonable successful, however brand activations was relatively weak.

　     It became an opportunity to reconsider the means and medium for public relations to high school students, and this English vocabulary app has the potential to become powerful digital marketing tools for the smartphone-native generation if the database function is improved.