Yamo Liu is a typical hard-to-reach college-student consumer. The San Diego State University junior doesn't watch much TV. She doesn't subscribe to magazines or newspapers. Even freebies distributed on campus are a tough sell.

Yet recently, the 21-year-old was lured into o.b.U, a two-day event sponsored by o.b. Tampons celebrating "female individuality."

With hundreds of other San Diego State women, Liu entered a teal green tent, posed for pictures, then decorated a plastic picture frame with dazzling beads and glitter.

"I usually don't stop by these things, but this one's interesting," Liu said, as Sheryl Crow and ABBA tunes blared from a boombox. Sitting under a canopy of pastel-colored Japanese lanterns, Liu glued patterns on her frame, looking up occasionally to watch other young women pose for pictures. "This is more involved. It's more than just saying, 'Here's a free soda.' "

Gone are the days when companies could expect to build brand loyalty and sell more products to college students with the old-fashioned booth and simple freebies such as coffee mugs or key chains. To muscle their way into the estimated $215 billion college-student market, companies are crafting sophisticated "experiential events" to build brand recognition. And increasingly, they're sculpting their message to women, who make up the majority of students on U.S. campuses.

For decades, corporations have visited college campuses and handed out freebies. But their approach has grown increasingly stylized in the past few years as students become more savvy – and desensitized – to the stream of advertisements directed their way.

"If you just hand out a sample, people know you have a good product," said Dan Collins, vice president of marketing for Campus Concepts, a Baltimore-based company that specializes in marketing to college students. "But if your approach is more experiential, it helps people know what the brand is about – that it's more caring or more technologically savvy, for example."

More sophistication
At the University of California San Diego, Glamour magazine put on an event this year featuring a model search, fashion show and giveaways. The campus also hosted Volkswagen's Major Motion Picture Show and activity village, which included a 25-foot climbing wall, a mini-bike obstacle racing course, prizes, refreshments and a screening of "Catch Me If You Can."
In the fall, the University of San Diego hosted Lunafest, a film festival organized by LUNA nutrition bar to showcase works by women filmmakers. The event, now in its third year, raises money for breast cancer awareness. Recent films included a documentary about a breast cancer survivor and an animated piece that told a cautionary tale about breast enlargements.

"We want to expose people to the brand," said Allison Justice, Lunafest coordinator. "If people associate us with good taste and being healthy, that's awesome."

The events have not only taken on more dimensions, they have also grown in number. Alloy Inc., one of the country's largest media and marketing companies targeting teens and college students, has experienced about 30 percent growth in its campus-visit business in each of the past few years.

UCSD has witnessed a 30 percent increase in the number of companies sponsoring events on campus over the past few years, said University Events Interim Director Kathy Lee. At San Diego State, officials estimate 100 to 200 companies visit the campus annually.

What is so desirable about the market is clear:

It is made up of 15.3 million students, who spend in excess of $215 billion each year, according to Alloy. About 91 percent of 18-to 24-year-olds who are enrolled in community colleges and universities own a computer. More than half are employed in off-campus jobs, giving them a source of disposable income.

"College students are oftentimes making first-time independent purchases for everything from laundry detergent to razors to snacks," said Derek White, an executive vice president for Alloy. "A lot of research suggests brand loyalty gets formed during the college years."

Targeting women
Companies also are responding to the change in college demographics. Over the past 30 years, college campuses have shifted from nearly 60 percent male to 56 percent female, according to recent federal statistics.
As an example of this shift, White points to the ubiquitous campus trial pack – the small box of samples and coupons often distributed to freshmen at the start of the school year. The men's pack, stuffed with shaving cream, soap and cold medicine, among about 20 items, has long carried more items than the women's pack. But the trend reversed a few years ago, when the women's box picked up more samples of lotion, shampoo, whitening toothpaste and candy.

"Everyone is waking up to the fact that women on campus buy everything men buy, and more," White said.

Some say it's a natural market to go after, considering the recent move by many advertising agencies to further target women and the effort by car makers, financial service providers and food manufacturers to create female-friendly products and redesign existing products to better suit women.

"By targeting women in college, companies are getting a jump-start on what women will buy after college," said Collins of Campus Concepts.

Some marketers have tailored their messages to female students by focusing on issues of confidence and image.

"O.b. did some research and found out a lot of college girls are stressed out and want help in building their confidence," said Michelle Naughton, the o.b. brand representative who helped coordinate the company event at SDSU. "Our event is something to comfort them and show them they're all going through the same thing."

The photo shoot was designed for women to have fun in front of a camera, Naughton said. Afterward, students were invited to a screening of the movie "Legally Blonde," and a question-and-answer session with Julia Bourland, the author of the irreverent "Go-Girl Guide" for 20-something women. Bourland's talk, much like her book, offered insight from career counselors, dating coaches and financial advisers.

Too commercial?
Rare is the occasion when students are turned off by the company-sponsored event.
"I guess there comes a point where things get too commercialized," said Liu, the San Diego State junior. "But this is an open university and we don't have to be here."

Many of the estimated hundreds of women who passed through the o.b. tent were grateful for the break from their studies. Dianna Nathan was talked into participating after four friends heard about it. Although hesitant at first, Nathan quickly embraced the activity.

"We put on the wigs and the whole bit," Nathan, 25, said as she glued shiny buttons on an "o.b.you!" plastic picture frame. "We figure it's going to be something for us to remember."

Some have almost come to expect the company visits.

Alison Horton is a freebie maven.

This semester, the San Diego State freshman has netted free movie tickets and LUNA nutrition bars at an event sponsored by Warner Bros. Entertainment, CLIF Bars and Honda Motor Co. She's also picked up free Capri Sun juice, Propel fitness water and la Creme yogurts distributed on campus.

Sometimes stopping to pick up samples even makes Horton late for class.

"It's not necessarily stuff I'm going to use, but I just like getting free stuff," she said.

If the recent trend in campus visits is any indication, Horton and her colleagues will continue to collect more freebies.

"You'll definitely see more proprietary events on campus," said Bill Chipps, senior editor of the EIG Sponsorship Report, a consulting company that researches corporate sponsorship. "More events and more bells and whistles."

For example, more events might start to take on more dimensions, like the Dove Zen Garden, which made its way through 15 campuses this fall.

With a backdrop of a sand garden with a reflection pool and bird noises, female students were treated to massages, facials and skin consultations. Many lounged on teak furniture before leaving the garden with a scattering of samples.

"People are getting more sophisticated and savvy," said White of Alloy. "It's at the point where people are not only psyched to go to the events, many are returning for more."