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T-Mobile Fiesta Broadway

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

Objective

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

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.
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