U.S. Cellular returned as presenting sponsor of Oregon Winterfest this month with a slow-motion video activation and a tented music chalet that brought attendees in out of the cold and warmed them up to the wireless carrier brand. U.S. Cellular’s partnership with Winterfest, which is in its eighth year, and other local festivals such as Summerfest in Milwaukee and the Iowa State Fair, drives brand awareness and consideration at a local level, especially in rural areas where the network originated. It also generates leads for the brand and engages consumers in an authentic and relevant way.
Oregon Winterfest, which took place Feb. 12-14 in the historic Old Mill District of Bend, is an annual celebration with music, snow sports, a fire pit competition, ice sculptures and food trucks. In the festival’s Marketplace area, U.S. Cellular showcased its products in a “Snow-Motion” (playing off the idea of slow-motion) video booth where attendees created shareable snow-inspired video clips that appeared inside snow globes. The music chalet, housed in a 75-foot by 150-foot tent with a music stage for live entertainment, was a new feature of the festival this year and offered significant visibility throughout the festival. It included a VIP area with special seating, charging station tables and gift bags for U.S. Cellular customers. Attendees also could complete a brief survey about their wireless service and opt in for a call with a local U.S. Cellular sales representative.
“Oregon Winterfest is the perfect platform for us to connect with central Oregon at the local level,” says Becky Kruse, senior manager-sponsorships at U.S. Cellular. “Our network was built in a rural setting before moving into more urban areas. We are truly dedicated to the local communities that we serve and one way of doing that is by aligning ourselves with events that are important to the local community.” Agency: Marketing Werks, Chicago.