Avatars Engage Generation Z

Abstract

In this paper, we examine Generation Z, the generation currently attending high school and college, our target market at the University of Minnesota Learning Abroad Center. We introduce the concepts of the hero’s journey (demonstrating it as a metaphor for studying abroad) and avatars (demonstrating their wide use in marketing). Then we present the various ways in which an avatar-based integrated marketing campaign was created to appeal directly to Generation Z— from print to murals to sidewalk decals to social media to video—and to encourage members of that generation to study abroad through the University of Minnesota Learning Abroad Center.