# Student-Generated Bar Ads The Podzemka Bar Had Its Customers Design Their Own Ads By Laura McQuarrie | Published 2014-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/podzemka References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/user-generated-bar-advertising-campaign-puts-limelight/) & [redpr.ru](http://redpr.ru/) In Ekaterinburg, a city with 20 state universities and over 180,000 students, it's fair to say that students make up quite a bit of the population. In order to use this to its advantage, the Podzemka Club and Bar, along with the Red Pepper agency devised quite a clever tactic to get more students in its doors. Podzemka's [spacious environment and low prices](https://www.trendhunter.com/trends/glass-and-words) are specifically designed for university crowds, but in order to help students truly feel like the space was their own, they were asked to [make their own ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign) for the bar. The user-made ads were spread across social media, billboards and multi-video screens, and in return, students were rewarded with a membership card that provided access to the bar and a voucher for a free drink. This virtual [word of mouth campaign](https://www.trendhunter.com/trends/shes-got-a-tab) was successful at increasing Podzemka's patrons by 50%. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 38% | Activity: 82% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **User-generated Advertising:** The use of user-generated ads can create a more engaging and personalized experience for customers, leading to increased brand loyalty. - **Virtual Word of Mouth Marketing:** Leveraging social media and user-generated content can be a powerful strategy for spreading awareness and increasing customer base. - **Leveraging University Student Population:** Targeting the university student population can be an effective way to attract a large customer base and drive business growth. ### Where This Applies - **Hospitality:** The hospitality industry can utilize user-generated advertising to create a more inclusive and personalized experience for guests, leading to increased customer satisfaction and loyalty. - **Advertising:** The advertising industry can explore virtual word of mouth marketing strategies to tap into the power of user-generated content and social media platforms. - **Education:** The education industry can partner with local businesses to provide opportunities for students to gain real-world marketing experience through user-generated advertising campaigns. ## Related on Trend Hunter - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Playable Beer Coasters](https://www.trendhunter.com/trends/budweiser-campaign.md) - [Late-Night QSR Vehicles](https://www.trendhunter.com/trends/student-tour-campaign.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md) - [Back-Row Beer Campaigns](https://www.trendhunter.com/trends/back-rack-hack.md) - [Dating-Style Bar Discovery Platforms](https://www.trendhunter.com/trends/bar-dating.md) - [Artistic Libation Campaigns](https://www.trendhunter.com/trends/paint-your-pint-competition.md) - [College-Targeted Food Pop-Ups](https://www.trendhunter.com/trends/the-one-shop.md) - [Virtual Pub Museums](https://www.trendhunter.com/trends/heineken-pub-museums.md)