The Campus Channel will incorporate a national network and communications platform to allow advertisers digital access to more than 30 million students. While the channel itself will be provided by CERNET Koncept, MindShare will play a role in developing content and marketing packages, and will introduce clients to the facility.
CERNET Koncept is a joint venture between the China Education and Research Network and digital media developer Koncept. It holds exclusive rights to provide digital services and advertising to university students in China. Its private intranet services provide educational material, instant messaging, social networking and entertainment to 2,000 universities nationwide.
MindShare China chief executive Andrew Meaden explained that the project would offer advertisers access to an audience that was traditionally difficult to target due to light TV viewing habits.
US sportswear brand Nike is reportedly among the first of MindShare’s key clients to join the service.
MindShare partners with CERNET to target Chinese students
SHANGHAI - MindShare has entered into a partnership with CERNET Koncept, an organisation that provides large-scale communications, education and entertainment services to Chinese universities, to create a media channel for advertisers targeting the academic youth sector.
