By Michael Bittinger, Marketing Coordinator, Purdue University Office of Study Abroad

In a cross between “Where in the World is Carmen Sandiego?” and “Where’s Waldo?”, Purdue University has incorporated its beloved mascot, Purdue Pete, into its social media strategy.  With help from Photoshop, you may find him crossing the street in Melbourne, Australia, or stumbling through the dye pits of Fez, Morocco. Pictures are posted on Facebook, where followers are challenged to identify Pete’s location. Tweets and blogs urge followers to guide Pete back to campus.

The goal is to actively engage followers and attract new ones during summer, when students are hard to reach. We know that friends convince friends to study abroad. Facebook activity is visible friend to friend. Pete helps start the conversation that generates more access to our target audience.

Pete makes the conversation multidirectional. Unless students are compelled to contribute they are being talked at instead of communicated with. It’s a personal approach. A familiar face is spreading our message. Purdue Pete makes our use of media truly social.