The Opportunity
ScholarshipOwl set out to prove how cult brands, like Star Wars, could effectively engage Gen Z beyond traditional marketing. The core objective was to see if our scholarship users would actively participate in an action that drove engagement with a physical or virtual retail destination, gathering valuable first-party and sentiment data in the process. Traditional social media posts, Meta/Google ads, and campus initiatives hadn't delivered the same level of deep engagement.
Our Approach
We crafted a unique "$500 May the 4th Fandom Scholarship," leveraging a User-Generated Content (UGC) feature. We asked students to share photos showcasing their "ode to Star Wars" – whether it was a unique costume they made or fan fair. This approach fostered authentic expression and boosted engagement, demonstrating the power of scholarships as a novel and highly effective marketing channel for businesses.
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The Outcome:
The May The 4th Scholarship User Experience in Full View
In just one month, this campaign achieved remarkable success, showcasing the immense potential of brand-focused scholarships for deep Gen Z engagement.
Impressively, 186 students actively responded by submitting photos illustrating their unique interpretation of "May the 4th" cult internet fun. This directly demonstrated their willingness to engage with brand-focused calls to action, providing a perfect avenue to gather rich first-party data and sentiment insights into college students' preferences within a retailer's offerings.
Insights
Key Market Insights for Brands Looking to Engage Gen Z
Beyond the Transaction
This campaign proved that Gen Z is willing to engage with brands on a deeper level than just transactional purchases when presented with a meaningful opportunity.
Authentic User-Generated Content
Encouraging UGC through scholarships drives genuine participation and provides valuable, real-world content.
First-Party Data Collection
Scholarship applications offer a seamless way to collect valuable first-party data and sentiment insights directly from your target audience.
Testimonial
Libby G. Winner of $500 May the 4th Fandom Scholarship
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Use scholarships as a powerful tool for marketing, lead generation, and social impact. Reach 11M+ Gen Z students with campaigns that truly connect. Ready to drive results? Let’s talk!
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