Incentive - April 2008 - (Page 24) CASE STUDY Performance stage at U.S. Cellular’s sold-out Rox Knox festival in Knoxville, Tenn. Headlining the show was Joan Jett and the Blackhearts Good for the Ear BY ANNE MARIE D. LEE Universal Buzz helps U.S. Cellular rock out in Knoxville T o celebrate its 21st birthday, U.S. Cellular, the sixth largest wireless carrier in the nation, wasn’t sure exactly what it wanted to do, but it had a very specific idea of what it wanted to accomplish. The objectives of the celebration were clear. First off, U.S. Cellular wanted it to be a free event that would take place in Knoxville, Tenn.—the city where its business launched. Secondly it was to be a “Thank You” directed to the community for its support over the years. Most importantly, it had to be something that created buzz, increased sales and built up loyalty. In short, it had to rock. Targeting these goals and a primary audience of 18- to 34-year-old consumers, the creative minds at Universal Buzz Intelligence (UBI), an edgy marketing company with a strong presence in the music space, put together a free, daylong outdoor festival with the catchy slogan “U.S. Cellular Rox Knox.” It was held at the World’s Fair Park in Knoxville and included Joan Jett and the Blackhearts along with another national tourIncentive ing band, Lifehouse, and local band Jag Star. Hosting the event were the morning DJs of a local radio station, and appearances were made by Knoxville Mayor Bill Haslam, and Tom Catani, regional vice president of U.S. Cellular. The springtime event was produced, marketed and managed by UBI, which promoted the festival across multiple mediums that included traditional forms—print, radio and television—as well as viral campaigns spread throughout college campuses, local clubs and online. Says Tommy Brunnett, CEO and founder of Universal Buzz, a creative agency and consultancy, “We used all different forms for the advertising. [Viral marketing is] a creation of brand and consumer experience that drives specific action so that they experience the brand.” To get tickets, Knoxville residents went online to U.S. Cellular and registered their name and info on a microsite customdeveloped by UBI for the festival. Those who registered could then print out a coupon that was redeemable for a wristband at any local U.S. Cellular store. The wristbands served as tickets for entry to the event. Further experiential opportunities engaging consumers with the brand continued at the festival where booths were set up with giveaway prizes like backstage passes, cell phones and video games. There was also a spin-off competition to choose Knoxville’s best DJ. The winner took home a full set of DJ equipment. PROFILE U.S. Cellular Challenge: To celebrate its 21st birthday in a unique way that says “Thank You” to the city where it was founded. To come up with an unforgettable event that creates buzz, increases sales and builds loyalty. Solution: A music festival in Knoxville, Tenn. called “Rox Knox,” featuring Joan Jett and the Blackhearts. Entry was free with wristband, obtainable through online registration and coupon redemption at any U.S. Cellular store. ROI: Thousands of residents showed up to the event, which sparked extensive media coverage, increased sales and increased foot traffic in U.S. Cellular stores. 24 | | April 2008 | incentivemag.com http://incentivemag.com
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