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PROJECT DESCRIPTION: RANDOM ACTS OF KINDNESS TOUR | EXPERIENTIAL MARKETING CASE STUDY | HYPER-LOCAL MARKETING AND DOOR SWING PROGRAM

Objectives:

Developed, strategized, and executed the Sprint Giving Tour for a 3-week event management program to brand, promote, and drive foot traffic (door swings) to Sprint retail locations in multiple markets simultaneously: New Jersey, Connecticut, New York, and Massachusetts.


Elements:

A dedicated ambassador team travelled for 3 weeks and toured in each market to execute the Sprint Giving Tour. Team members handled all logistics, branded vehicles, mapping, inventory control, promotional handouts, kindness deliveries, neighborhood routing, retail pop-up experiences, and data collection. The team consisted of a Market Manager and a Team Leader utilizing a branded vehicle in each market for 21 consecutive days during the tour. The ambassador team utilized guerrilla marketing throughout the day to engage and interact with a variety of consumers. Retail pop-up experiences included a gourmet hot chocolate bar experience and a cash vault experience for consumers that visited the store. This simultaneous multi-market program had team members in the field for 10 hours daily, which included delivering gifts (random acts of kindness) to first responders, including fire departments and police stations. All team members consistently utilized social media platforms to interact and promote the Sprint Giving Tour three times a day.


Results:

Over 4 markets, the team generated over 250,000 impressions while activating the program to drive door swings for Sprint. Impressions were received from the branded vehicle, guerrilla marketing, random acts of kindness deliveries and the retail pop-up experience. The guerrilla marketing teams focused their attention and footprint within a 3 mile radius of the retail Sprint stores. A total of 90 deliveries were made to first responder location which impacted 3600 people.


Client Impression:

“Wow! You did a fantastic job! The ambassador team was one of the highlights of this program and their dedication and commitment to the program really showcased. We loved that the team was trained and knowledgeable not only on everything Sprint, but they also really understood the culture of the company. Their ability to adjust their daily duties based on any challenges they faced, really helped produce great results. Across all stores for this program, Sprint driectly saw a 48% increase in door swings - GREAT job! We greatly look forward to working with you on the next project. Thank you!”

Project Details :

  • Timing : 3 Week Program

  • Client : Sprint

  • Market : Multiple – New Jersey, Connecticut, New York, and Massachusetts

  • Experience : Strategy & Campaign Development, Touring, Guerrilla, Mobile

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