'Where's Alex?' Social Media Campaign

Summer crime scene investigation to engage incoming students

Challenge

Many students get accepted to the college, but disconnect during the summer and don’t show up for orientation.

Strategy

A 10-week crime scene investigation through social media channels, where students had to solve weekly clues to uncover the mystery of a missing student, Alex.

Results

Over 500 games played, 9,300 fans engaged with Facebook, reach over 260,000 and impressions over 370,000. CUNY enrollment reached all time high for the 2014 fall semester.

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