U.S. Cellular and 2ergo’s 'Tailgate for Tickets' Mobile Campaign Connects In-Venue Brand Awareness to Measurable Mobile Engagement

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2ergo and U.S. Cellular together announce the successful results of the “Tailgate for Tickets” Mobile Campaign run at eight U.S. Cellular sponsored college football venues.

Fan engagement via custom-branded QR codes

The Tailgate for Tickets Mobile Campaign was an innovative program that offered great visibility through in-stadium activities and campaigns. The participation we saw was very encouraging.

2ergo (LSE:RGO), an international provider of mobile strategy and technology solutions, and U.S. Cellular (NYSE:USM), which has the highest call quality and network satisfaction of any national carrier, together announce the successful results of the “Tailgate for Tickets” Mobile Campaign run at eight U.S. Cellular sponsored college football venues. Run throughout the 2011 college football season, the campaign produced thousands of memorable fan experiences, bolstered U.S. Cellular’s collegiate sponsorship investment, and bridged an in-venue marketing channel to a mobile channel.

“The goal of this campaign was to enhance the fan tailgating experience with U.S. Cellular products and services while increasing awareness of our brand,” said Rebecca Kruse, Senior Sponsorship and Events Manager for U.S. Cellular. “The Tailgate for Tickets Mobile Campaign was an innovative program that offered great visibility through in-stadium activities and campaigns. The participation we saw was very encouraging.”

U.S. Cellular’s Mobile Managed Services partner 2ergo developed the campaign in conjunction with U.S. Cellular and their agency partners to provide an engaging way for football fans to interact with the U.S. Cellular brand and learn about their latest mobile plans and devices. To stand out from the crowd, representatives traveled through the events on branded Segways adorned with custom-branded QR codes created by 2ergo. Tailgaters scanned the QR codes to reach a mobile landing page that dynamically displayed whether they were an instant winner of U.S. Cellular branded promotional items or gift cards. The mobile sites also included an entry form for the grand prize of two tickets to the National Championship Bowl Game.

Participating colleges were University of Iowa, Iowa State, University of Maine, University of Northern Iowa, University of Tulsa, Valparaiso, West Virginia University, and University of Wisconsin. To extend the promotion outside of the college football games, consumers could also enter to win the grand prize by scanning a QR code at their local U.S. Cellular retail stores.

“This campaign developed by our Mobile Managed Services team enabled U.S. Cellular to have meaningful dialog with end users which enhances brand affinity,” said Michael Scully, Managing Director, 2ergo Americas. “It also created an innovative way to measure the effectiveness of a marketing medium that is traditionally extremely hard to capture, illustrating why mobile marketing should be integrated closely with one’s overall marketing strategy to interact with a target audience.”

The campaign exceeded U.S. Cellular’s per event customer interaction goal: 4,321 consumers scanned the QR codes; 1,074 winners walked away with prizes; and 2,989 people entered to win the grand prize. The number of participants increased 58% from the first week to the last week, which may be attributed to word of mouth among tailgaters.

The campaign efforts produced memorable fan experiences. Highlights of fan feedback include:

  •     “Wow the Android phone you have is awesome!”
  •     “I am glad we had this talk. I am actually looking for a new provider.”
  •     “What do I have to buy to get on that Segway? I will sign up, I promise.”
  •     “Good thing you guys are out here. I’m going back to U.S. Cellular.”
  •     “I won, I won, I won…I love this, I never win anything!”
  •     “I love U.S. Cellular’s free battery swaps. They are very convenient.”
  •     “I’ll join U.S. Cellular if the Hawkeyes win the Big Ten Conference!”

For further details about the program results and event photos, please contact lindsay.woodworth@2ergo.com.

About U.S. Cellular
U.S. Cellular rewards its customers with unmatched benefits and industry-leading innovations designed to elevate the customer experience. The Chicago-based carrier has a strong line-up of cutting-edge devices that are all backed by its high-speed nationwide network that has the highest call quality of any national carrier. U.S. Cellular was named a J.D. Power and Associates 2011 Customer Service Champion and received PC Magazine’s 2011 Readers’ Choice Award. To learn more about U.S. Cellular, visit one of its retail stores or uscellular.com. To get the latest news, promos and videos, connect with U.S. Cellular on Facebook.com/uscellular, Twitter.com/uscellular, and YouTube.com/uscellularcorp.

About 2ergo
2ergo is the international mobile business and marketing solutions company. It combines innovative proprietary mobile technologies and professional services to help organizations develop and execute their mobile strategies. Companies such as Fox Sports, Fox News, ESPN, the Australian Broadcasting Corporation, Orange, Aviva, Fidelity, Transport for London, Times of India, O2, and Procter & Gamble have all benefited from 2ergo’s end-to-end mobile solutions to increase sales, mobilize business processes, reduce costs and enhance customer relationships. Headquartered in the UK, 2ergo has been a pioneer of enabling innovative mobile business solutions across multiple sectors and geographies since 1999. Its international presence spans North America, Latin America, India and Australia. 2ergo is AIM listed on the London Stock Exchange (AIM: RGO). For more information, visit http://www.2ergo.com.

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Lindsay Woodworth
2ergo
703-822-7037
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