New Marketing Platform Provides Unique Access to College Demographic

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A new kind of bathroom tissue engages college students by using the paper itself as media platform for advertising and content which is downloadable by smartphone. Made by Star Toilet Paper of New York, this advertising tool is providing marketers with a new way to reach the notoriously un-reachable college demographic.

Star Toilet Paper

Star Toilet Paper's Bathroom Tissue

In a survey done by marketing firm 11Mark, 75% of those interviewed not only admitted to using smartphones in the restroom, but 25% of those surveyed claimed they won’t visit the restroom without one.

A new media platform has taken a unique approach in getting advertisements and content marketing in front of college students, a notoriously difficult demographic to reach. Star Toilet Paper prints advertisements and downloadable content on bathroom tissue, the revenue of which covers the cost of producing, delivering and installing the rolls in university restrooms.

This New York-based advertising startup uses QR codes, which can be scanned by smartphone, to turn one’s "daily constitutional" into an entertaining multi-media experience. In a survey done by marketing firm 11Mark, 75% of those interviewed not only admitted to using smartphones in the restroom, but 25% of those surveyed claimed they won’t visit the restroom without one.

When questions about the hygienic quality of the paper arise, the company’s founder, Jordan Silverman, responds: “The paper has been independently tested for its safety. It’s not only safe and comfortable to use, but also hypoallergenic. In very aggressive color transfer tests our paper demonstrated that the ink will not transfer to the body.”

While this may be the first time many have heard of such a product, for the past year the concept has been undergoing localized, controlled tests. “The results have been very gratifying,” says Jordan. “We have very high consumer interaction with the product and very positive responses from people who have used it. Our initial advertisers have been very pleased.”

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Sean McKinney
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