Level Up Campaign

Engage Generation Alpha through a playful, gamified approach.

Globe with Arrow Icon  www.usu.edu/levelup/ 

Utah State University launched an innovative digital marketing campaign designed to engage Generation Alpha through a playful, gamified approach. Central to the campaign was a custom microsite, usu.edu/levelup, that provided a creative nod to retro video game aesthetics. This visual theme was intentionally crafted to resonate with Gen Alpha's growing fascination with pixel art and vintage gaming culture, while also sparking nostalgia among their Millennial parents.

The campaign was anchored by a dynamic commercial, strategically deployed across digital-first platforms including YouTube, streaming networks, and Twitch. Notably, Utah State became the first university to launch a commercial on Twitch, leveraging the platform’s highly engaged gaming audience to reinforce brand awareness in a space where Gen Alpha and their families already spend time.

This digital effort was part of a broader “gamification of marketing” strategy, aiming to introduce the USU brand earlier in a prospective student’s life journey, organically and authentically. By blending retro charm with cutting-edge platforms, the campaign set out to redefine how higher education can connect with future generations.