Cingular Wireless Hosts Bilingual Store Experiences - Event Marketer

Cingular Wireless Hosts Bilingual Store Experiences

DB_Cingular_2007 Ex
Brand: CINGULAR WIRELESS
Agency: RELAY WORLDWIDE
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2007

Consumers welcomed Cingular’s Hispanic Intensive Traffic (HIT) store rollout tour with “Si!” The company hit the road with two mobile marketing units covering 20 states over a 12-week period and executed 46 in-store events. Stores feature a bilingual sales staff and Spanish-language materials. An integrated promotional strategy included Mexican National Team (MNT)/World Cup soccer-themed offerings on service plans, a cross-promotional partnership with Sony Ericsson for prizes and promotions, local consumer advertising, point-of-sale materials, p.r. efforts, online and media net offerings.

A playful environment captured excitement surrounding the World Cup as participants enjoyed interactive games with branded football tables, Sony Ericsson PlayStations and penny arcade games. Roaming Cingular ambassadors offered free calls to Mexico and fans wearing imaginative soccer costumes competed for prizes and photos in a World-Cup-themed booth. The promotion generated nearly four million on-the-road impressions and piles of new plan activations.

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