The package involves Hutchison-owned 3 sponsoring SUBtv's Video Jukebox across its 65 union venues.
A campaign, featuring 3's "critter" characters from its TV advertising, will run for 10 weeks at lunchtimes and evenings across student unions.
The campaign, which commences on November 22, will promote 3's message of "we like music". As the music and ad spots play, students will be able to text screens so that their messages will appear on screen.
Creative for the campaign was developed by MEME digital. Faraaz Marghoob, MEME's strategy director, said: "It's an exciting opportunity -- we're reaching an important audience in an engaging way."
Peter Miles, chief executive of SUBtv, said: "3 is a very dynamic brand, with a creative approach that puts the youth audience in the centre and focuses on the importance of brand engagement."
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