The 4G Competitive Edge Filmmakers Challenge launched in December 2010 with supporting historically black colleges and universities (HBCU) tour, where students had the opportunity to attend a career seminar with industry experts and celebrity guests. Recognizing the importance and vitality social media plays in an evolving media space, the Thurgood Marshall College Fund (TMCF) partnership activated a strong presence among various networks.  TMCF sought target markets catering to students while generating buzz on college radio stations, websites, and HBCU social networks.