Cricket Product Introduction
Event Management Case Study
Background:
Cricket, a division of Leap Communications, hired LP&G to create
and manage the launch events to introduce their new wireless telephone
service to the Tucson market.
Goals:
|
|
•
|
Communicate Cricket's unique offer
|
|
•
|
Generate buzz in the Tucson market
|
|
•
|
Drive traffic to new outlets
|
|
Strategies and Tactics:
|
|
•
|
Took senior Cricket personnel on a media tour
for one-to-one interviews at top Tucson media outlets
|
|
•
|
Created and distributed 55 Cricket at a Glance
media kits
|
|
•
|
Noting that Tucson's popular Diaper Drive was
at the same time, arranged for Cricket to become a major sponsor
with mentions on all Diaper Drive materials including the Web
site
|
|
•
|
LP&G managed the "Couch Around Town"
tour. Cricket's signature green couch appeared at 15 different
locations, with radio remotes and free photos on the couch
|
|
•
|
Sponsored trolley rides during the Fourth Avenue
Street Fair, one of the area's top events drawing hundreds of
thousands of people. Cricket signage and promotional materials
were available at all stops. Over 3,500 rides were given away,
more than twice as many riders as the year before
|
|
•
|
Conducted a tour of 18 local radio stations the
morning of launch day, resulting in live interviews on five
stations during morning drive time
|
|
•
|
Provided the new Cricket general manager a list
of community events in which to introduce himself to Tucson's
business and civic leaders
|
|
Results:
LP&G's launch events and media relations efforts, combined with
the extensive advertising campaign, resulted in an overwhelming demand
for Cricket's product and services during the launch period and beyond.
|
|
•
|
Supplies of the product were completely depleted
the second day of the launch period, requiring additional product
to be shipped
|
|
•
|
Press releases and pitches resulted in 18 major
mentions in local newspapers and television programs
|
|
•
|
Local radio personalities made five launch-day
mentions of the Cricket offer
|
|
•
|
Radio remotes drew crowds to Cricket outlets during
the launch period
|
|
|
