Freedom Mobile is a Canadian wireless telecommunications provider operating across Ontario, Alberta, and British Columbia. The company, known for its recognizable orange logo, is Canada’s fourth largest mobile service provider.
Fervent Events staffed several major public events for Freedom Mobile throughout 2019 offering staffing, vendor management, and lead generating services.
The Activation – Summer Festival Activation
In summer 2019, Freedom Mobile partnered with Fervent Events to organize a SIM card sampling campaign across Ontario, Alberta, and British Columbia at major festivals and events.
Fervent Events deployed over 3000 brand ambassadors and promo reps at over 70 festivals. Brand ambassadors handed out trial SIM cards that provided customers with 30 days free of 10 GB, 100 mins, and 100 texts. Promo reps were on site providing sales assistance to Freedom Mobile reps and engaging passersby with key messaging.
Fervent Events trained brand ambassadors remotely via online presentation software on Freedom Mobile brand knowledge and best practices. This training technique allowed Fervent Events to train brand ambassadors and promo reps in smaller markets.
Check out our blog recap on summer experiential marketing campaigns, including Freedom Mobile, below.
The Activation – Calgary Grey Cup
Fervent Events also hired temporary event staff for a five-day activation in Calgary, Alberta for the annual Grey Cup — the championship game of the Canadian Football League (CFL) — in late 2019.
Similar to the summer festival activations, the Grey Cup experiential marketing campaign involved a fun giveaway, games, and special game promotions. Branded cubes were set up in a park close to the stadium and outfitted with heating lamps and posts where fans could warm up, talk to a promo rep or Freedom Mobile rep, and take a guess at the final score of the game in exchange for some cool merch.
The correct entry received a free Freedom Mobile service package for one year.
Fervent Events dealt with all vendor management concerns, namely sourcing the branded swag for the giveaway, the media wall, and patio heaters.
In true experiential marketing spirit, the program was designed to engage with the public and introduce them to Freedom Mobile’s services in the province while celebrating the fun events.
The program had great ROI and positive feedback from target audiences both in the summer activations and the Grey Cup experiential marketing program.
Fans of the Grey Cup loved posing with players and mascots who came by the media wall at the Freedom Mobile activation, and appreciated the special game promotion.