Verizon FiOS Films a Movie with Hometown Stars
Verizon’s FiOS Fanatics 2006 campaign may have occurred in West Chester, PA, but it took on the glitz of a Hollywood red carpet event. The program celebrated the arrival of FiOS TV in the town (which just happens to be headquarters for Verizon Teleproducts) by inviting residents to an open casting call with the hopes of being selected to star in the FiOS Fanatics movie, which was filmed in downtown West Chester. Consumers voted and campaigned online and on-site. Word was spread through FiOS Fanatics premiums and collateral, which drove consumers online.
The big finish came in the form of the Fanatics Ball and Film Premiere, which celebrated the relationship between Verizon and its hometown. Guests had photos taken with James Earl Jones and experienced the brilliance of FiOS TV and the speed of FiOS data. But it wasn’t all about the glitz: the program led to a 400 percent increase in web traffic and increased sales, outpacing the Philadelphia region during the promotional period.