T-Mobile's BobCar Serves as a Mobile Showroom - Event Marketer

T-Mobile’s BobCar Serves as a Mobile Showroom

DB_TMobile_2015 Ex
Brand: T-MOBILE
Agency: BOBCAR EXPERIENTIAL MEDIA
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2015

Navigating your way through the web of contract requirements, early termination fees and deceptive data plans that major wireless carriers are known to employ can be exhausting. T-Mobile used its retail showroom tour to highlight the brand’s commitment to wiping out those common afflictions by promoting its new position as the first wireless “un-carrier.”

Utilizing its signature magenta color and the patented BobCar vehicle, T-Mobile’s hard-to-miss mobile showrooms featured eight of the hottest selling handsets and tablets currently available in stores. The setting offered consumers a chance to learn about the benefits of the brand’s products and services through a custom-built, interactive display, and drove the message home through two 42-inch flat-screen TVs that played T-Mobile handset manufacturer commercials.

With the BobCars primarily parked in front of or near T-Mobile retail stores, brand ambassadors engaged with passersby in a sales-free environment where they were able to view, touch and interact with products. The staff also utilized T-Mobile’s wireless network to allow consumers to test competitor data speeds against T-Mobile’s.

Ultimately, T-Mobile stores supported by the mobile program saw an average increase in traffic of up to 23 percent during the activation period and an average increase of 18 percent in the days that followed. As a bonus, the 100-percent electric BobCars reduced the brand’s carbon footprint, too.

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