Advertising
The Harvard Crimson is the nation’s oldest continuously published daily college newspaper and the only daily publication of Cambridge, Massachusetts. We work with advertisers ranging from national companies to local businesses, from student recruiters to advertising agencies.
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The media and advertising industry is a constantly changing landscape, and our business team is focused on innovative advertising solutions to stay ahead of the curve and deliver results to our clients.
REd bull comes to harvard
CASE STUDY
IN PARTNERSHIP WITH RED BULL,
The Harvard Crimson transformed 14 Plympton Street into a high-energy wellness hub, hosting the “Fresh 15” Workout Series—six 15-minute fitness classes designed to promote movement, momentum, and Red Bull Zero.
Red Bull aimed to engage students in a way that authentically reinforced its brand ethos of energy, performance, and lifestyle integration.
Rather than traditional tabling, the goal was active participation: get students moving.
We created an immersive, on-site activation that blended fitness, music, and product sampling into a single, high-energy experience.
The build-out at The Harvard Crimson included:
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A live DJ desk and DJ to energize sessions
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Digital posters featuring “Zero Missed Workouts” cartoon messaging
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Branded Zero Missed Workouts yoga mats
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Professional trainers leading each class
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Red Bull sampling with a focus on Red Bull Zero
Promotion relied exclusively on Daily Newsletter Distributions (DNDs) in the week leading up to the event—driving anticipation and turnout through a single, targeted
media product.
THE RESULTS:
Students rotated through six dynamic 15-minute classes, including:
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YOGA – ~15 participants
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HIIT – ~20 participants
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DANCE – ~40 participants
To incentivize interaction: Students who completed the full dance session holding a Red Bull can received Red Bull fanny packs and cup glasses. All participants took home branded yoga mats, creating lasting brand visibility beyond the event
By turning 14P into a pop-up wellness studio, Red Bull didn’t just advertise energy—it created it. The “Fresh 15” series demonstrated how experiential marketing, paired with targeted campus media, can convert awareness into active participation.
