2009 Ex Award Winners: Best Activation Of An Entertainment Sponsorship - Silver Award
From the June 2009 Issue
+ Featured in Ex Awards
- 2009 Ex Award Winner: Best Multicultural Event Campaign
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Ex Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Gold Award
- 2009 Ex Award Winners: Best Activation Of A Cause Sponsorship/tie-in - Silver Award
- 2009 Ex Award Winners: Best Activation Of A Sports Sponsorship
Silver Award
CAMPAIGN: Sidekick Grammy Celebration Tour
CLIENT: T-Mobile
AGENCY: BNC
T-Mobile’s five-city tour last March and April was all about making existing Sidekick customers feel like VIPs while bringing the brand to life for music-loving potential customers.
Before each concert street teams hit pedestrian hubs in each market to drive consumers into retail stores where contest entries for tickets to the concerts were available. Also building pre-show buzz the Sidekick Fan Tour Bus with a lounge for chillin’ and checkin’ out products made the rounds inviting Sidekick users and music fans aboard to hang out and play games for a chance to win tickets and other prizes. As an added feature for current customers leading up to the concerts fans could text message thoughts about the shows to T-Mobile and see them posted on sidekick.com. During the events the messages were posted on screens in real time.
All in all the campaign generated about 400 million total branded interactions across all platforms.
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