In an effort to promote its streaming service, Apple has hired a third-party marketing company called Social Chain to begin hiring Apple Music Ambassadors at universities across the UK. However, instead of simply running on-campus events or handing out flyers, all of the marketing efforts on concentrated on social media.
The Apple Music Ambassador program involves students sharing links to various Apple Music content on Twitter. Each ambassador is given a unique affiliate link, which is programmed to track the number of people that the ambassador recruits. Based on the number of other people they convince to sign up for the service, these ambassadors can receive rewards such as a 3 months of free Apple Music of other branded perks.
With many of the Apple Music Ambassadors having been hand-picked by Apple to leverage their online following to promote the service, the program demonstrates how campus marketing has shifted to social media.