“Drink water, last longer” : the application and development of a campus-wide hydration campaign using second screen marketing tactics
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This paper outlines the development of a second screen marketing campaign to raise awareness of the importance of hydration among male students at The University of Texas at Austin. Existing literature, communication theories, and current second screen campaigns are used to inform campaign development. The development process and key recommendations for this, and future second screen marketing campaigns, is then discussed.