U.S. Cellular has stepped up to the plate in its 10th year as official wireless provider of the Milwaukee Brewers with new fan engagements at its U.S. Cellular Power Playground activation and a microsite, uscellularbrewersperks.com, that rewards customers with incentives throughout this year’s baseball season. A smaller version of the Power Playground will bring the experience to local events throughout the state.
“Our challenge was how do we organically integrate into a playground setting our products and services in such a way that it is still focused on enhancing the experience for Brewers’ fans but at the same time gives us a strong platform to tell our story and what makes us different,” says Sergio Apodaca, brand activation team sponsorship manager at U.S. Cellular.
Two new activations at this year’s Power Playground engage fans and integrate U.S. Cellular technology into the experience. At Meet a Mascot, fans can interact with a virtual Bernie Brewer or one of the Racing Sausage mascots and receive a video and photo takeaway. A Fan Scan activation pits them in a competition to try to spot the differences between two Brewers photos while scanning each image. The U.S. Cellular Clubhouse within the footprint serves as a hub for the activation and a showcase for tablets and devices on display that are pre-loaded with the company’s new microsite and details about customer perks such as parking passes, half-price ticket offers, meet-and-greets, autograph sessions with former and current players and more. In addition, fans that complete a data-capture survey receive scratch-off cards to win Brewers’ prizes.
U.S. Cellular’s Power Playground attracts more than a quarter of the entire Brewers attendance throughout the season on an annual basis, Apodaca says. For those unable to attend games, a social media plan includes a custom U.S. Cellular Snapchat filter with rotating images that enables fans to share their experiences in a fun way. Brand ambassadors also will take a 10-foot by 10-foot experience to fairs, festivals and community events.
“It all goes back to providing that ‘wow’ experience for our customer through the one-on-one engagements we have with them, then going beyond that to drive positive brand sentiment through this partnership,” Apodaca says. Agency: Marketing Werks, Chicago.