Xfinity identified four priority markets: Philly, Chicago, Boston, and Denver. We looked at our target audiences and developed a drive-to-retail strategy that included in-store activations and a multi-channel communication plan to promote the events and generate awareness about Xfinity Mobile. We called the event series “Xfinity Mobile Gigs,” playing off of the Xfinity Mobile feature that allows users to pay by the gig.

Store Activations: Each of the four markets had one priority in-store event and two secondary events. The store events featured live music from local bands, sweepstakes for concert and festival passes (such as Made in America and Lollapalooza), ticket and swag giveaways, food trucks, a photo booth, a Samsung VR experience, and more. And of course, we had a ground team ready to explain the benefits of Xfinity Mobile and sell it to attendees.

Paid/Earned/Shared/Owned: Leading up to the in-person events, we created microsites for each Gigs location. We spread the word on multiple channels, encouraging people to visit the stores to pick up their free “Gigs Pass” through direct mail pieces, digital banners, emails, radio spots, posters, earned media and paid social media posts. We also created signage for the events themselves, getting people excited about the lineup and giveaways while also directing them to learn more about Xfinity Mobile.