To connect with Minnesota Vikings fans Qwest Communications on Sept. 21 set up the Qwest High Speed Challenge in an area outside the Metrodome where the Vikings have an interactive experience open to the public before each game. The tie in: Qwest linked its fiber-optic fast Internet service to the local sports hero’s speed to connect with a core market. Fans were challenged with topping all-pro running back Adrian Peterson’s 4.4-second 40-yard dash record time. Qwest spread word of the challenge by sending email blasts via the Vikings member database a perk of Qwest’s sponsorship of the team.
“It’s a fun way to introduce the relationship we have with the Vikings and Adrian in a fan-friendly interactive manner with the folks that come to the games and get there early ” Rich Karlis director-sponsorships and events at Qwest Communications told Buzz. “Minnesota is a key market for us. We have all our products available there and it was one of the first places that we launched the fiber-optic fast Internet service.”
Fans lined up to run against Peterson’s record speed on a 40-yard strip of game-ready field turf. Qwest took a photo of each player as they crossed the finish line. The photos were printed on site and slipped into a branded sleeve with consumers’ record time on it and a special Qwest offer on the flip side.
While consumers waited for their photos to be developed Qwest set up a separate station where they could create branded cheer cards that they could take into the stadium with them. Agency: 361 Experiential Chicago.