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You could also get some kind of oversized button for people to wear during the week. You can have a "Spirit Patrol" out to award prizes to people wearing their buttons and an entry into a grand prize drawing that will happen at halftime. You'll get everyone wearing the buttons on campus and cause a big stir.

Submit a press release about the button campaign to the local and town newspapers to get additional PR.

Post HC, students will keep their buttons and stick them on corkboards and bulletin boards as a fun memory of the week.

ETA: Get marketing partners to sponsor your freebies-- they provide a financial sponsorship, donate food, freebies, etc. (IE: The campus bookstore can donate a book scholarship, the neighborhood Dominoes' throws a pizza party in the dorms, the Apple store gives you an IPOD as a giveaway). Stick their logo on the freebies and include them on any marketing materials like fliers, banners and ads.