In order to introduce the MetroPCS target audience to the new Huawei Ascend Android and Huawei M735 devices, while also garnering support for their cause-related efforts of the Cell Phones for Soldiers program, we helped MetroPCS launch the Freedom Rings Tour. By creating an emotional connection with the audience and using highly patriotic creative elements, the campaign also delivered a great news story with a strong public relations emphasis. A microsite was developed for the tour to promote locations and information, and we integrated social media for additional amplification. MetroPCS set an objective to produce a 5% lift or more over previous year’s numbers, but the campaign yielded a lift of 29,366 new activations and upgrades, equating to a 244% higher lift in sales.
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