Transcribed

Inside a Real-Time Marketing Campaign

Inside Real-Time Event Marketing at SUMMERFEST How U.S. Cellular Activated at the World's Largest Music Festival RUS.Cellular Live events let brands connect with fans and tell in-the-moment stories. Learn how U.S. Cellular and their agency Mullen used Percolate to launch a successful marketing campaign at Summerfest. mullen O Percolate THE OPPORTUNITY An event like Summerfest is an opportunity for U.S. Cellular to reach many target customers at once with real-time special offers and content. K:1000 1MO 11E Milwaukee Wisconsin Performances People Days CAMPAIGN OBJECTIVES At events like Summerfest, U.S. Cellular and Mullen wanted to: 60 Kus Cellular Experiential Events Hold 60 experiential events during 1 the festival 3 Win a high volume of brand mentions on social media Create and publish high-quality visual 2 content for U.S. Cellular's social media channels in real-time Generate strong positive sentiment toward U.S. Cellular's brand 4 TELLING VISUAL STORIES Using Percolate, U.S. Cellular and Mullen were able to quickly take and customize photos, get legal and brand approval for content, then publish, promote and monitor the results. O Photographer Open Percolate's Photographer app Snap a photo Capture media release 4:21 PM 12:00 421M UPLOAD • Percolate く Upload to Percolate Add brand imagery Publish to Facebook + Twitter ENGAGING CUSTOMERS In addition to photos of fans, U.S. Cellular also uses Percolate's Fanbranded app to source and feature memorable photos and videos taken by fans. At the event, Mullen used Fanbranded to collect, save and re-publish user-generated content (UGC) for U.S. Cellular from Twitter fans who mentioned hashtags like #summerfest. 421 421 PM 1200 Percolate Percolate loves your image and would like to featured it VApprove Decline Request #summerfest - #summerfest Search Twitter hashtags and request photo User accepts Terms and Conditions Image is added to Media Library RESULTS With Percolate's efficient, integrated technology, U.S. Cellular and Mullen save dozens of hours of effort and thousands of dollars on planning and approving content, event photography and coordinating creative efforts. 60 849 SUccessful local events across Summer Experience photos captured to customize and publish in real-time program reduction in time spent planning, creating and approving content 1% owned of the entire Twitter conversation "Remarkable marketing doesn't come from behind a desk, it happens when you're out there with your customers. At U.S. Cellular we're building closer connections with our fans at local events and concerts, in stores and by participating in great experiences with them. We want to do new, exciting things on social you don't expect from a mobile carrier, and Percolate is a key part of our ability to execute on that vision." - Michael Herron Manager, Social Media at U.S. Cellular O Percolate

Inside a Real-Time Marketing Campaign

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Doing real-time marketing well at a live event is hard. Take the Oscars. Traditionally, brands have hired event photography teams, assembled agency war rooms and built large production operations arou... nd editing, transferring, approving and distributing creative that’s “in the moment.” Staffing these war rooms and production environments is expensive, while coordinating between different brand, agency and vendor teams is complex, complexity that often creates inefficiency. In fact, research by the Boston Consulting Group indicates that the world’s largest companies could save 10% to 20% of their entire advertising budget with a systematic review of their marketing processes and non-working dollars. With digital driving higher expenditures in non-working advertising costs, CMOs and their marketing budgets are under greater scrutiny, and marketing leaders are under more pressure to demonstrate campaign ROI. In Percolate’s recent study of nearly 200 senior marketing executives, 47% listed “measuring the ROI of our campaign” as their greatest challenge. At the same time, CEOs are looking to the CMOs to lead digital transformation across their organizations. Chief marketing technologists are becoming more commonplace, and marketers are partnering with IT to purchase systems to help complete this transformation. The goal with real-time marketing is to create real-time experiences – in the moment connections between the audience and the brand. Both of these campaigns had software and systems at their center. Without these systems in place to handle the coordination and the flow of data, a meaningful audience experience would not have been possible. In this infographic , we’ve included a real-life campaign example of how Percolate’s software and mobile products helped U.S. Cellular and their agency Mullen establish meaningful, in-the-moment connections with customers at one of the largest live music events in the country.

Publisher

Percolate

Designer

Gerardo Obieta