Dell and Intel get inside student minds

The computer retailer and the software co gave an assignment to their back-to-school target this term, asking students to define and design the scholarships they would like to apply for. Through the new Wiki Scholarship Project, students customize their dream scholarships for a chance to win $2,000 and a Dell notebook, in a program befitting Dell's individualized 'Yours is Here' and Intel's 'Sponsors of Tomorrow' positioning.

The computer retailer and the software co gave an assignment to their back-to-school target this term, asking students to define and design the scholarships they would like to apply for. Through the new Wiki Scholarship Project, students customize their dream scholarships for a chance to win $2,000 and a Dell notebook, in a program befitting Dell’s individualized ‘Yours is Here’ and Intel’s ‘Sponsors of Tomorrow’ positioning.

‘Instead of voting on who would get [the prize], like many other similar contests, they’re all collaborating in a true open-source way at defining what the right scholarship parameters would look like,’ says Doug Cooper, country manager, Intel Canada.

The wiki can be accessed through UTours, a video database that helps students compare and choose universities. Over 800 scholarships were created since the site went live on June 1, and a panel of judges narrowed them down to the top three – the Second Chance Scholarship, the Businessman/woman of Tomorrow, and the I Wish I Knew Then What I Know Now Scholarship.

The project was promoted virally through YouTube, Facebook and Twitter, as well as via some targeted Facebook advertising. Toronto-based UTours developed the program’s creative, as well as its promotions and digital media buys. Flyers promoting the Wiki Scholarship Project were also sent to high school guidance counselors to distribute to their students.

The winners of each scholarship, which will be awarded early this month, will receive $2,000 cash prizes for school and a Dell notebook. www.wikischolarship.ca