Activation: Alltel Takes ‘My Circle’ To Football Stadiums - Event Marketer

Activation: Alltel Takes ‘My Circle’ To Football Stadiums

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To back national media around its My Circle calling plan Alltel Wireless is building related activation around its college football sponsorships on 12 campuses.
 
To participate in the My Own Game program students write essays for the chance to have a college football game-day “sponsorship” named in their honor plus tickets to the game for the winner and 10 friends. Ten finalists at each school compete for votes from their university community; Alltel stages a pep rally on each campus and gives the candidates t-shirts buttons and a bike to help them campaign.
 
“We really felt if we were targeting this younger subset of people… we wanted to empower them to bring our brand to places that we probably couldn’t go to ” Samira Zebian Alltel’s director-sponsorship marketing told Buzz. “Some of them have gone into their Greek houses and put on events and some of them have built their own web sites and that’s what we really wanted to do to allow them to customize that experience for themselves.”
 
The company is also leveraging its four NFL sponsorships for My Circle. Customers can  add an NFL player to their free calling circle—the program allows fans to dial in to hear recorded messages from the player. Each player has a microsite with exclusive content and podcasts and customers can enter to win game-day experiences with the athletes.

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