Brand Experience and Activation > Use of Promo & Activation
TEXT THEATER
PUBLICIS & HAL RINEY, San Francisco / U.S. CELLULAR CORPORATION / 2010
Overview
Credits
Overview
ClientBriefOrObjective
Only U.S. Cellular offers Free Incoming, Calls, Texts and Pix. Something most college students had no idea about. In addition to our traditional advertising, we created a fully interactive comedy show to help raise awareness. Students could text or call actors in real time and see fully improvised scenes created right before their eyes. The tour went to nearly a dozen campuses and got the message out to thousands of students.
Implementation
U.S. Cellular has a great base of long-time customers, but they were struggling to seem relevant to younger consumers. If we were to reach a different demographic, we needed to do it in a different way. We needed to talk to them on their own turf. Creating a unique, improvisational comedy show with acclaimed theater, ImprovOlympic, was one of several ways we stood out on campuses and raised awareness for the brand.
Outcome
We did a tour of eleven schools and every show had a full attendance, reaching thousands of perspective customers in 18 – 22 demographic. We saw a rise in brand recognition and web traffic increased during the time of the tour.
Relevancy
While improv comedy shows have been done for years, this is the first that has fully incorporated cell phones and texting into the performance. Not only does this type of irreverent comedy work well with our target (18-22), it highlights the great deals that U.S. Cellular has for texting, which is one the first things this target considers.
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