Today's collegians generally see through gimmicks; they will nimbly jump through a hoop for free swag, but if you are looking to build lasting brand equity with the newest generation of consumers, then it is time to change the way you think about college kids.

It may involve digging deeper and really getting to know targeted consumers' world, but the results will be astonishing in terms of brand acceptance and marketing success.

Will consumers who are motivated to act because of the offer still order their "usual" out of habit and/or preference? What are the best and worst and baseline emotional, operational and financial scenarios?