There are three things college kids are constantly in search of: member of the opposite sex, beer, and internships. Interns are something that you should probably be hiring if you want to market to college kids. Interns aren't just free labor anymore. Offer them credit, slightly-higher than reasonable pay, and give them something real, exciting, and challenging to do. They will be your gateway into the college demographic, us them and challenge them.
Seth Godin challenges employers who run companies that sell big name things that aren't particularly fun to purchase (cars and homes ironically, and it makes sense) to make the financing part more fun:
What if a real estate broker hired a really personable ex-cheerleader/glee club member for $20 an hour to do nothing but sweat the details and be charming the entire time the closing was going on? Someone to run and get donuts and do xeroxing and get papers organized in advance.
My roommate, a very personable, soon to be rockstar, had a sales internship at a car dealership this summer. He's the type of talent that the dealership could have used to enhance their car buying experience, particularly at the end. I'm not sure if they did, but it would have been remarkable.