I’m Shmacked. Blacked Out Media. Red Cup Nation. Three companies that share one business plan: to sponsor college parties, film them, and sell the vision that this is what campus life is all about. For many students, it’s a compelling vision. In the media, and in the entertainment world, alcohol has long been hyped as an integral part of the college experience. That fantasy is well-established. But now, social media lets students play a starring role.