EXPERIENTIAL MARKETING CASE STUDY | COLLEGE MARKETING | SPORT MARKETING | TECHNOLOGY

Event Marketer ICE Factor Marketing

US CELLULAR


Market: Maine, Iowa, Wisconsin, West Virginia, Oklahoma, and Indiana

Timing: September– December 2011
Objectives:
Develop, coordinate and execute experiential marketing campaign at all home college football games, including University of Maine, Iowa State, University of Iowa, University of Northern Iowa, University of Wisconsin, University of West Virginia, Tulsa University, and Valparaiso University.

Elements:
2 branded Segways with brand ambassador riders branded, promoted and engaged students and alumni at college football games in select markets. Brand ambassadors were specifically driving traffic to local retail stores , fielding questions about products and services and encouraging consumers to participate in the instant win and grand prize sweepstakes.

Results:
Generated 50,000+ impressions from student traffic. Collected data from 5,026 consumers on-site for all markets and provided real-time results daily for follow-up. Distributed 14,298 branded beads, 2,177 retail coupons, 83 branded university hats, 5,810 branded koozies and 1,173 gift cards at the 48 events.

“It was a pleasure working with you and your team and I truly appreciate all of you professionalism and ability to adapt to our (sometime crazy) program. We look forward to working with you again on our next experiential campaign.”

Marketing Manager, US Cellular.