From Classroom to Boardroom: MSU Ad Mgmt Students Impress with Real-World Campaign for Rocket Mortgage
By: Alexandra Ostrowski
In Michigan State University’s ADV 486: Integrated Campaigns course, advertising management students put their skills to the test in a capstone project. This is a final, real-world assignment that challenges students to apply everything they’ve learned throughout their studies. In spring 2025, one ADV 486 class partnered with Rocket Mortgage to develop a campaign targeting Gen Z homebuyers.
Showcasing the intersection of education and industry not only prepared students for the professional world but also demonstrated to industry leaders the fresh, strategic thinking from the upcoming generation of advertisers.
Ad management student, Kelsey Ferguson, and her group identified an innovative approach- merging home ownership with music to engage young, first-time buyers. Through collaborating with Rocket Mortgage representatives, they received professional insight of what steps to take. Without a set budget, the team was free to explore their creativity without restrictions.
“I think it’s important to think outside the box, not just relying on what has worked before and repeating it. Instead, we should push for new, innovative ideas – something that hasn’t been done before but incorporates successful elements from past strategies,” Ferguson said.
Ferguson and her team dove into consumer trends and analyzed previous Rocket Mortgage campaigns to determine their target audiences. They found that humor, relatability and culturally relevant figures played a key role in attracting Gen Z’s attention. Building on these insights, the team knew they needed an element that could bring these ideas to life: Snoop Dogg.
“We knew Rocket Mortgage had worked with Snoop Dogg before, so it felt like the perfect fit. He had recently done work for the Olympics, so he was a hot name at the time. When we landed on Snoop Dogg, everything clicked and we realized we could create a fun light-hearted campaign with his signature style,” Ferguson said.
After months of research, brainstorming and execution, the students took the stage to pitch their final campaign to Rocket Mortgage executives. Their presentation, which included a full strategy, creative assets and implementation plans, impressed the panel. Ferguson’s team earned high praise for their ability to blend strategic thinking with bold creativity.
“This was the first time I truly felt like I was doing the kind of work I’ll be doing in my career,” Ferguson said. “It wasn’t just another class project- it was a real experience where we got to create something meaningful and present it to the industry professionals.”
Students in the ad management major regularly work through real-world challenges and within brand guidelines, present to executives and gain experience via capstone classes like Ferguson’s ADV 486. MSU continues to provide students with hands-on learning opportunities that translate into future careers. As these advertising students prepare to enter the workforce, projects like this prove that education isn’t just about textbooks but learning skills through experience to thrive in advertising.