St. Clair College students head to final round of global digital marketing competition

Published Nov 29, 2023 • 2 minute read

St. Clair College Advertising and Marketing and Communications Management Program students Emma Carosella, left, Dalton Drouillard, Zachary Dillen and Sara Rupert are shown at the downtown campus on Wednesday, November 29, 2023. The students are finalists in the prestigious Digital Marketing Competition and Summit hosted by Purdue University Northwest’s College of Business. Photo by Dan Janisse /Windsor Star

People from around world will be watching, the competition is fierce, and reputations are on the line. So, some pressure.

A team of St. Clair College students is among the top four finalists out of 271 teams in a prestigious digital marketing competition hosted by Purdue University Northwest’s College of Business.

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“It is a global competition, so it’s that prestige factor,” said team member Sara Rupert. “Obviously the competition is very important and we all just wanted to be involved. It’s really amazing. We’re just really proud that we got this far.”

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The team, including Rupert, Emma Carosella, Zach Dillen, and Dalton Drouillard, are students in St. Clair’s Advertising and Marking Communications Management program.

They will present their campaign to the judges on Saturday during the virtual Digital Marketing Competition & Summit.

“It’s a huge deal because there are just so many entries, there are so many students that are entering this competition,” said program coordinator Steve McEachern. “And it’s from around the world. So we’re in really tight competition in terms of quality of work that‘s going to be put out.”

The assignment was to create a campaign for a new yet-to-be-launched product called Sole Search. It’s an AirTag that locks onto a child’s shoelace to keep track of their location in case they wander off or are taken.

One of the competition requirements was incorporating artificial intelligence into the campaign.

For Round One of the competition, teams had to submit a short video with the broad strokes of their idea.

“What we did in the six-minute video is we teased them,” said McEachern. “We let them know what we did. We gave them some visuals on what we did, but we didn’t tell them everything. We left it so that they’d want more. They even said that in the feedback. ‘We want to see more.’”

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For the final round, students will have 15 minutes to make their pitch live over Zoom. The judges are all members of the client’s management team.