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CASE STUDY: Intel Orange Text Off Tour

Provided by Campus Media
Hill & Knowlton contacted us to assist their PR launch campaign for the Orange San Diego phone and gain visibility with students

What was the Challenge / Background of the Campaign?

Intel were launching their first smartphone and chose the student channel as a relevant target market. They wanted to get the phones into the hands of students so they could see Intel's quality product first hand. Hill & Knowlton contacted us to deliver this campaign knowing it was vital to extend their fantastic PR campaign into student channels with a partner that has a knowledge and understanding of the complexities involved with working in the student arena.

What was the Campaign Objective?

To get students playing with the phone. To create an awareness drive and buzz surrounding the launch. To give away phones so there was a lot of brand positivity on campus.

What was the Solution?

We created the Text Off Tour - running a series of Text Battles between students to get the phone into their hands, having fun and demonstrating its USPs. We set up 2 TV screens and phones to challenge students to type chorus lyrics of famous phone songs such as "Call me maybe". We set up a phone themed leaderboard and gave away phones to the University's fastest texter during the day in Student Unions, and repeated this practice at night in the halls of residences spreading the positivity from the campus to the student's own homes and living spaces.

What were the Results?

Leicester: Reach 3545, Text off Battles: 521 Leeds: Reach 5625, Text off Battles: 619 Liverpool: Reach 3745, Text off Battles: 366 Sheffield: Reach 4125, Text off Battles: 655 Nottingham: Reach 7191, Text off Battles: 878

What were the Key Learnings of this Campaign?

The best way to promote a product is to get it into the hands of its users. Creating a campaign that encouraged its target market to use the product, and win the product meant there was a great buzz surrounding the activity and the campaign was a huge success.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k
16 - 24All Genders
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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