Launching Xfinity On Campus Across Boston Universities

Xfinity (Comcast)

Xfinity On Campus is Comcast’s streaming and connectivity platform designed specifically for college students living in campus housing. As competition for student attention intensified across Boston’s dense university ecosystem, the challenge was not simply awareness, it was creating meaningful engagement with a service students didn’t yet realize they needed.

CONTRIBUTION

Led guerrilla campus marketing to drive student awareness and adoption.

OBJECTIVE

Introduce Xfinity On Campus to Boston’s university communities by building awareness, educating students on the service offering, and generating qualified leads through targeted experiential and guerrilla marketing initiatives.

CHALLENGE

Boston hosts one of the most concentrated student populations in the United States, with dozens of campuses competing for attention in the same geographic area. Traditional advertising struggled to break through the noise of student life.

The challenge was to create highly visible, memorable brand moments that could cut through the clutter while translating a technical service offering into something students could immediately understand and value.

STRATEGY

To build early awareness and adoption, we implemented a grassroots marketing strategy designed to meet students where they already were — on campus.

Key initiatives included:

• Launching high-visibility guerrilla marketing activations across Boston campuses to generate curiosity and conversation around the Xfinity On Campus service.

• Deploying branded pop-up experiences in high-traffic campus areas to demonstrate the streaming platform and distribute branded merchandise.

• Creating social engagement initiatives tailored to student culture, encouraging participation and peer-to-peer sharing.

• Partnering with student organizations and campus events to build credibility within the student community.

• Establishing direct engagement opportunities where students could ask questions, learn about the service, and schedule installations with the Xfinity team.

THE RESULTS

Over the span of four academic years, we achieved remarkable results:

📶 Increased awareness of Xfinity On Campus by approximately 40% year-over-year among targeted student populations.

📶 Generated an average 35% increase in subscriptions across participating Boston campuses.

📶 Built a network of student advocates that sustained ongoing word-of-mouth promotion across dorms and campus communities.

📶 Established a replicable guerrilla marketing framework later used to support expansion in additional university markets.

The program demonstrated how localized experiential marketing can accelerate adoption in highly concentrated student environments while building authentic peer-driven brand advocacy.