How do you effectively promote school events?

[Wendy]

I'm my university's Director of Marketing for student life events this year and am discovering how little college students read printed material. I need suggestions for how to effectively market school events to college students. I already do videos, facebook updates, and posters/flyers. What marketing mediums have you found to be most effective?

[Arbitrary Person]

Word of mouth is most effective.

A promotional event also helps. For example, my dance group had a preview in the Student Union about a week before our big show.