HTC Mobile Marketing Tour Brings 'Incredible' to Canada
Pro Motion and Marketing Agency, Fathom Communications Bring ‘Incredible’ Tour to Canada
It’s no question the buying public is fascinated and even borderline obsessed with technology. The demand is so high, that by the time you get what you assume is the newest version of a product; the next model comes out a week later. We like the most technologically advanced, yet simple to use products in our lives, even if that means buying a new phone every 6 months.
There is, however, something consistently popular with consumers. That would be ice cream. Just visit an ice cream parlor on any hot day during the summer and you’ll see extremely long lines of anxious adults and children alike, waiting to get a taste of their favorite flavor. Put “tech and treats” together and you’ll discover a quite brilliant means to increase brand awareness and drive to retail call to action.
I know what you’re thinking. Technology and ice cream are seemingly unrelated to marketing. That is until Fathom Communications and Pro Motion launched the recently completed HTC Incredible S Treat Truck Tour.
This summer, the HTC Incredible S Treat Truck Tour took to the streets of Canada, making stops in high traffic areas in Vancouver, Calgary and Toronto to spread the news of the new HTC Incredible S Smartphone (the technology). The Treat Truck visited each market for four days, where they distributed ice cream treats and branded collateral to consumers (the treats). Once consumers were hooked by the delicious treats, Brand Ambassadors demonstrated how the Smartphone worked.
“We were extremely excited to have the opportunity to again partner with Fathom Communications in launching this unique tour to get the word out about the new HTC Incredible S Smartphone,” says Pro Motion CEO Steve Randazzo. “Pro Motion and Fathom Communications have partnered together on many client programs since 2003, including Sony Ericsson, Hasbro, LG, Washington Mutual Inc. (WaMu) and Gatorade. The success of the HTC Incredible S Treat Truck Tour proves you really can have your cake, or in this case ice cream, and eat it too.”
The treats were not only a welcome refreshment in the dog days of summer, the wrappers of the ice cream treats also gave consumers the chance to win the new HTC Smartphone. And the collateral material distributed contained a drive to retail call to action. That is, interested consumers received an incentive to visit any participating Bell or Virgin Mobile to request a demo from a sales rep. After the demonstration, the individuals were given a scratch off ticket for another chance to win prizes. Prizes included tickets to concerts and sporting events, $50 prepaid card, song downloads or a year supply of treats.
Once the tour was completed, the HTC Team reached over 56,000 people, distributed 24,000 ice cream treats and 32,000 branded collateral. And thousands of consumers had the opportunity to have a hands-on, face-to-face demonstration of the features of the HTC Incredible S. The street teams generated PR buzz and the story was picked up 5 times leading to over 350,000 additional impressions.
As the results show, consumers responded enthusiastically to this unique experiential marketing tour. It received positive responses from consumers including: “I can't believe they are giving away ice cream! I love HTC!" and “I love the other HTC phones. I am planning on getting one. I'm happy I got a chance to check one out."
The tour traveled throughout Canada over the course of the program.
Randazzo exclaimed, “the Fathom and Pro Motion team have worked together for so long we truly are the definition of synergy where 1+1=3.”
Pro Motion is an award winning nationally recognized integrated marketing leader that focuses on building relationships to grow brands. We specialize in the areas of experiential marketing, digital marketing, social media, strategy, creative and public relations.
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