Having trouble getting your brand in front of university students? Fraternity Alpha Epsilon Pi has the answer. The fraternity has been organizing parties, but with a difference. These parties are a professional venture with corporate sponsorship, and raise money for charity.
University of Toronto student and VP of AEPi Kobi Gulersen says they had four parties last year, each drawing between 1,000 to 1,500 attendees. For one of them, Mac Cosmetics was a sponsor and gave away $40,000 worth of cosmetics (everyone got a take-home bag.)
Heavy hitters this year include Virgin Music, EMI Music and Capitol Music, giving away CDs for musicians they’re trying to promote, like K-os and Gorillaz. Toronto hair salons Toni & Guy will be setting up a salon on site at the first gathering (at Level on Peter Street on Sept. 22.) Their Dallas head office, TIGI, is behind Bedhead hair products that will likely be used at the event. There will also be a 1966 Corvette Stingray on display, courtesy of TFX International. Gulersen, age 20, has also signed Juicy Couture and UGG. Four events are planned for this year.
Gulersen says all of this activity is in aid of charity. Alpha Epsilon Pi wanted to combat the image of Animal House frat boys and do some good for others in the process so they created a scholarship in their frat’s name, administered through the Diabetes Hope Foundation.
Sponsors get more than just a desirable demo for their contribution. They appear on flyers and posters, online on clubbing Web sites and at a booth on campus. They can brand all signage, give out product on-sight and have signage at event.
Everybody wins, says Gulersen. And it looks like he’s right.
