TEXT THEATRE by Riney San Francisco for U.s. Cellular

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TEXT THEATRE

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market United States
Agency Riney San Francisco
Executive Creative Director Roger Camp
Art Director Richard North
Copywriter Adam Koppel
Editor Doug Cox
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: U.S. CELLULAR CORPORATION
Product/Service: MOBILE TELECOMMUNICATIONS PROVIDER
Agency: PUBLICIS & HAL RINEY
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: PUBLICIS & HAL RINEY, San Francisco, USA
Executive Creative Director: Roger Camp (Publicis & Hal Riney)
Copywriter: Adam Koppel (Publicis & Hal Riney)
Art Director: Richard North (Publicis & Hal Riney)
Agency Producer: Michael Blair (Publicis & Hal Riney)
Editor: Doug Cox (Publicis & Hal Riney)
Media placement: Event - University of Chicago - 07/10/2009

Results and Effectiveness
We did a tour of eleven schools and every show had a full attendance, reaching thousands of prospective customers in the 18-22 year-olds demographic. We saw a rise in brand recognition and web traffic increased during the time of the tour.

Creative Execution
Only U.S. Cellular offers free incoming calls, texts and pictures - something most college students had no idea about. In addition to our traditional advertising, we created a fully interactive comedy show to help raise awareness. Students could text or call actors in real time and see fully improvised scenes created right before their eyes. The tour went to nearly a dozen campuses and got the message out to thousands of students.

Insights, Strategy & the Idea
While improvised comedy shows have been done for years, this is the first that has fully incorporated cell phones and texting into the performance. Not only does this type of irreverent comedy work well with our target group (18-22 year-olds), it highlights the great deals that U.S. Cellular has for texting, which is one the first things this target group considers.