University enrollment is a competitive sport. Schools are battling for attention—prospective and current students alike—with billboards, Instagram ads, and email campaigns stacking up like a game of Tetris.
At this point, students have mastered the art of tuning it all out.
So, how do universities cut through the noise? Fortune cookie advertising. Yes, really.
We’re talking about slipping a little inspiration between bites of sweet and sour chicken and that last sip of tea. It’s clever, it’s memorable, and it lands at exactly the right moment—when students are enjoying a meal with family or friends.
Targeting Where It Counts
When it comes to enrollment, location is everything. Dropping fortunes into cookies in college towns and high school hotspots ensures your message reaches students already thinking about their next step. Community college students wondering what’s next, high school seniors eyeing the horizon, or undergrads weighing their options for grad school—all potential targets.
And it doesn’t end there. Fortune cookie advertising also allows for hyper-targeted regional outreach. By focusing on specific cities, neighborhoods, or even school districts, universities can engage key feeder markets where they want to grow their presence. For example, targeting a city with a high volume of transfer students or areas with historically strong pipelines can reinforce your school’s reputation as the next logical step for those students.
Take Illinois State University, which launched fortune cookies across Illinois with messages like “Create your Legacy” and the playful “#3 Least Stressed College Town.” The results spoke volumes: 62.5% unaided recall and a 16% boost in Google searches for ISU. These weren’t just promotional messages; they sparked curiosity and connection, delivering a perfectly timed “aha” moment over General Tso’s.
The Power of Surprise (And Maybe a Little Destiny)
Fortune cookie advertising works because it’s unexpected. Students don’t associate takeout with college decisions, so when they see a fortune nudging them toward higher education, it sticks.
But there’s more to it than surprise. Fortune cookies are shared experiences—usually cracked open over dinner with family or friends. These conversations are often emotional, talked about around the table with the people who matter most. By slipping in a message encouraging them to “take the next big step,” universities become part of these important conversations, gently nudging students toward their future in a setting that feels personal.
Just look at the story of Abby McClain. Abby found unexpected clarity in a fortune cookie, leading her to decide on Idaho State University (ISU) for her college volleyball career. After weighing multiple offers, including from a Division I school in Virginia, a fortune reading “You don’t need to travel far to find the satisfaction you’re looking for” inspired her to stay close to home. On Saturday, McClain signed her National Letter of Intent with ISU, becoming the first CRHS volleyball player to earn a full-ride Division I scholarship.
And of course, when people feel inspired, they are more likely to snap a pic and spread the word. A fortune that says, “Your future awaits just down the road…” is bound to end up on someone's story with captions like “The cookie knows where I’m going next.” Organic buzz? Check.
Northern Arizona University (NAU) leaned into this with a campaign targeting students in Arizona, California, and Nevada. Their fortune cookies included motivational messages and QR codes leading diners to their website. The result? Over 7.36 million social impressions, 75% brand recall, and 26% of recipients keeping the slip as a tangible reminder.
In fact, they loved working with OpenFortune so much that they signed an exclusivity agreement locking out other universities from being able to advertise with use in the state of AZ. Pretty cool stuff.
Through our ongoing partnership with OpenFortune, we are able to reach prospective students in such an engaging and optimistic way. Our first fortune cookie partnership has already proven significant QR code interaction, increased online traction and engagement.
Harlan Teller
NAU Chief Marketing Officer
Real Success, No Gimmicks
Similarly, San Jacinto College turned to fortune cookies to engage a traditionally hard-to-reach demographic: prospective adult learners aged 25 to 45 in Texas. These are individuals who’ve spent time in the workforce and are considering a return to education, a group for whom traditional marketing often falls short.
San Jac’s innovative campaign invited this audience to consider higher education through custom fortunes distributed in local restaurants. Each fortune featured motivational language about success and opportunity, backed by San Jac’s logo and a QR code directing recipients to tailored landing pages.
The results were impressive: the campaign achieved a 63.5% unaided recall rate and a 19.6% increase in individuals seeking more information. For San Jac, the success wasn’t just about numbers—it was about meaningful engagement. The college became part of a broader, personal conversation about the future, helping potential students take the first steps toward their next chapter in life.
You wouldn’t think that fortune cookies are something that you need to add to your marketing mix, but it’s worked and it’s a lot of fun. When I was planning my budget earlier this year, I never thought I'd need a line item for fortune cookie advertising, but now I do.
Amanda Fenwick
San Jacinto College’s Vice President of Marketing and Public Relations
Seminole State College saw much of the same out of their campaign, inspiring 66.7% of recipients to explore their options further and driving 19% to Google search for more information online. The combination of motivational messages and QR codes helped bridge the gap between curiosity and action.
More Than a One-Time Trick: A Lasting Strategy
You might think fortune cookie advertising is a one-time stunt—an attention-grabbing flash in the pan. But in reality, it can be a strategic, sustainable part of a university’s long-term marketing mix. By running these campaigns seasonally or annually, universities can maintain a consistent presence in the minds of prospective students without bombarding them with endless digital ads or emails that often end up ignored—or worse, unsubscribed from.
The beauty of fortune cookies lies in their simplicity and subtlety. Each slip of paper becomes a tiny yet memorable touchpoint, gently reinforcing your university’s message over time. Unlike digital campaigns, which often blend into the background noise of scrolling, fortune cookie ads catch students (and their families) during quiet, relaxed moments—sitting down for a meal, away from screens. It’s an opportunity to plant the seed of your institution’s name and values in a personal and positive setting.
Ready to turn a simple fortune into your next enrollment breakthrough? Let’s make your message unforgettable—one cookie at a time.
