The college application process--which entails multiple forms, essays, test scores, and deadlines--can be intimidating. For students without substantial school and family support, the complexity of this process can become a barrier to access. William G. Tierney, Tracy Fullerton, and their teams at the University of Southern California approach this challenge innovatively. Using the tools of online games and social media, they have developed ways to make applying for college much less intimidating.

While the vast majority of college students use social media and gaming in their...