CASE STUDY: BT London Live Experiential Campaign
Provided by Blackjack Promotions
Blackjack worked with BT to provide an experiential campaign to support BT London Live at the Olympics 2013.
What was the Challenge / Background of the Campaign?
During the 2012 Olympic Games, BT had an objective to drive the number of active Wi-Fi users in London and overseas. As official sponsors of BT London Live, a BT hospitality area was set up for visitors and corporate guests to relax, watch The Games and surf the net by downloading the BT Wi-Fi app. BT contacted Blackjack to bring the event to life and interact and engage with potential customers.
What was the Campaign Objective?
The objective of the campaign was to drive the number of active BT Wi-Fi users.
What was the Solution?
Here Blackjack Brand Ambassadors were required to engage with smartphone, iPad and laptop users to give them an on the spot lesson in how to set up free Wi-Fi and deliver key messages. Due to various technical elements, Blackjack sourced staff members based on their extensive product knowledge and technology background. Each member of staff received in-depth training in the BT tower before the activity took place.
What were the Results?
The campaign was hugely successful and there were 3781 quality interactions during the 18 day event. daily interactions of 251 and total leaflets distributed 7800. A larger % of people do proactively look for Wi-Fi instead of 3G. The highest areas customers do seek Wi-Fi are likely to be Airports, pubs and football / festival stadiums. We also found that on average if your internet provider also offered free Wi-Fi whilst 'out and about' they would be more likely to sign up for that provider as it is extending their coverage out of home.
What were the Key Learnings of this Campaign?
Sometimes when there are additional extra's offered as part of a contract the public aren't always aware of them, or indeed aren't sure what it covers. Reminding them and showing them in locations they might not associate the product in, makes for a more memorable experience and leaves the consumer happy and reassured they are getting more for their money.