Verizon has reinvented its mobile FiOS SoCal Experience this year with a larger fleet and a more locally relevant, integrated campaign that incorporates cause marketing and rewards creativity. And with early results showing a sales increase of 27 percent in areas where it has focused, the strategy seems to be working.
The Experience fleet, which hit the road in March, has grown from one vehicle last year to three, including an iconic 1965 Volkswagen van custom-fitted with FiOS Internet and TV and 42-inch HDTVs. The outside of the van is wrapped in “Iron Man 3” graphics as part of a partnership with the movie. A customized Jeep Wrangler will travel to beach and sports events, while a Sprinter van will visit more traditional markets. The larger fleet enables the brand to spend more time in the communities it serves and make appearances at community events, festivals, business mixers and residential neighborhoods throughout the Palm Springs, Riverside and High Desert areas through the end of the year.
A key facet of the experience is Verizon’s support for three non-profit organizations—the Boys and Girls Club of Victor Valley, Guide Dogs of the Desert and Habitat for Humanity Inland Valley—each of which has chosen two projects to accomplish this year. Visitors to the tour can vote on-site or online for the project they would like to see fulfilled. Verizon will donate at least $5,000 to each organization and local employees will volunteer their services.
Attendees also can register to win tickets to the April 24 premiere of “Iron Man 3” as well as other prizes. In a Conquer your Creativity Sweepstakes, participants can virtually design graphics for a beach bike, skate or surfboard. One randomly selected winner each week will receive the item for which they submitted the design.
“When we started this program four years ago, it was about new customer acquisition,” Kim Cochran, marketing director for California at Verizon, told Buzz. “Now, we’re trying to support the community more. Of course, we want customers to buy the product, but we also want people in the areas where we have the product available to realize we are committed to the community.” Agency: Marketing Werks, Chicago.