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The case of the election allows us to see how brands join these political activations, leaving an important precedent in political marketing.
Studies like the “How America Values College 2018” they help us to see what motivates us to choose an academic institution.
The Anahuac University has become an academic unit with great influence in the Mexican educational market.
A video adds more than a million views (@anahuacmexico, TikTok) for showing how the elections internal in the Anahuac University.
The case shows how people live inside an academic institution, which in studies such as the “How America Values College 2018”, said experience electoral It is used to measure what leads a student to decide on an institution of this type.
Within the investigation it was discovered that 58 percent do so for the academic program available to the university institution; 33 percent did so because graduating represents a better opportunity to obtain jobs and 22 percent said that it is due to the university prestige of the institution that motivated them.
Elections in Anahuac
Comments like “they have a bigger budget than the parties”, “in my high school we promised toilet paper” or “at my university the parties only rented a house with a pool and each one had a party on a different date. The best party was always the (party) that won”, they broke out in a video (@anahuacmexico, TikTok) that shows how the week of elections in the Anahuac University.
@anahuacmexico This is how you live an election week in Anahuac 😮💨🤌🏼 #UniversidadAnahuacMéxico #SomosAnahuac #University #fyp #for you ♬ original sound – Imlaylow
The experience breaks with any traditional political activation and we see the students see all kinds of actions; From the presence of the racing car of Checo Perezsponsored by Telmex; gift of CeraVe products; Ferrari cars on display; gift of energy drinks by brands such as RedBulleven the famous popcorn cart of cinemex that is installed in events, until the presence of vichy giving away cleaning products
This appearance of a premium brand with activations as a political marketing strategy, to bring voting to certain payrolls, reveals how internal election processes are experienced in Mexico and how important brands are to define affinities for certain political profiles.
With this case it is important to see the experience that is generated and how voters react to said promotional activities.
This electoral event and the large number of activations that attract attention, leads us to see the political profile of other academic units that stand out because they even participate in the country’s electoral processes.
The case that helps us to measure the latter led to the Monterrey Tech to become the academic unit that helped the National Electoral Institute (INE) in the vote count abroad, during the 2018 presidential election.
“They sought us out despite the fact that the campus is under reconstruction, and what they want is a large space, with IT services, security and a set of conditions that are important to them; the INE Council has already approved that the votes be counted here”, the academic said then Gustavo Lopez Montiel, manager of that project.
These events that allow us to measure the electoral character that academic units develop in Mexico help us to measure the democratic culture that Mexico has and what creative and operational elements academic institutions use, to achieve the best result with it and get the At the end of the day, an internal election with a high level of participation, as you might expect at the Anahuac University or an academic institution like the Tec de Monterrey, to become a protagonist during the presidential elections.