Fiesta Broadway, Los Angeles

Objective
To maximize T-Mobile’s Fiesta Broadway presence, generating buzz and awareness of T-Mobile and their new international calling plan to Mexico.

Program
Created a “Fiesta T-Mobile” to generate brand awareness and position T-Mobile as a brand dedicated to the needs of the Hispanic people.
Program elements included:

• A main tent and stage complete with emcee, interactive activities and product sales staff/capabilities
• Free phone calls via T-Mobile cell phones
• Premium distribution and raffles every 30 minutes
• Mariachis, fiesta roaming teams, and a balloon distribution team to drive event traffic to the booth
• Prominent signage, main stage mentions, and TV coverage

Result

• Generated an estimated 325,000 onsite brand impressions during this one day event
• Distributed more than 36,000 promotional items, 19,000 information fliers
• Actually sold approximately 200 cell phones onsite.