by Christian Carroll, Group Account Director
Just in time for a jam packed summer event schedule, U.S. Cellular® is on the road in Illinois, Iowa, Nebraska and Wisconsin via the Ur So Connected mobile marketing tour.
As U.S. Cellular® looks to further define their brand position, and create a unique point of difference within the highly competitive wireless category, AMP and U.S. Cellular® have collaborated once again to bring to market another one-of-a-kind experiential program targeting the Mass (18-49) demographic. In an effort to heighten brand awareness and consideration among target consumers (while avoiding what other providers are doing in the event space) we decided to leverage U.S. Cellular®’s strong ties to each region to create an ownable event experience for the brand.
Developed from previous campaign successes and built to generate word-of-mouth buzz within the regional community, our goal was to create a mobile marketing platform that enhanced the U.S. Cellular® presence at local events (i.e. local festivals, fairs, etc.),community based sponsorships and at retail locations. The outcome is a highly interactive mobile experience that immerses consumers in the brand in a fun and unobtrusive manner.
The tour includes two SUVs and a custom-built trailer, and features a Speed Text Tournament and a Photo Station. The Speed Text Tournament is played on customized speed text kiosks using reprogrammed, full QWERTY handsets as game controllers. The kiosk displays a phrase and the visitor must text that phrase as quickly and accurately as possible to earn points. The winner with the highest point total from all of the tour stops will become the ultimate Speed Text Tournament Champion and will receive the $10,000 grand prize. At the Photo Station, visitors are able to take pictures in front of a Green Screen, and then have their picture sent via blue tooth to a touch screen kiosk for customization and onsite printing. Visitors to the U.S .Cellular tour also have the opportunity to test out handsets and have their questions answered US Cellular Ambassadors armed with special offers and premium giveaways.
With over 150 Tour Stops and 7 Speed Text Kiosks traveling the regions, there is always something going on. To check out the Tour Schedule please go to www.Ursoconnected.com/events or click on this link to view the recent live broadcast coverage we received from WITI-TV CH 6 (FOX) Milwaukee: http://media.vmsnews.com/MR.pl?id=070109-518634-K001934697
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