Flo TV Retail Activation
When Qualcomm launched a new wireless product called FLO TV Southport was tapped to help bring this product to market through experiential marketing.
Qualcomm is a Fortune 250 company and are industry leaders in the wireless space. Yet few people have ever heard of them. Without Qualcomm, your cell phones basically would not function, as their CDMA chips allow phones to talk with towers. When Qualcomm launched a new wireless product called FLO TV Southport was tapped to help bring this product to market through experiential marketing.
FLO TV was a handheld wireless device that you could view live television on – well before cell manufacturers had the bandwidth to support this technology! Southport helped create a strategy to engage consumers with the product at events around the country. Our first target was World Cup Soccer promoting to MLS Soccer fans. It delivered the best sales month ever for the product, along with 22MM impressions. The next passionate fan target was a College Football strategy. Southport created the first-ever national relationship with IMG College and five school deals where FLO TV put the product in consumers’ hands to experience. A retail component was integrated through product sold on-site at the best college football games across the country.
This experiential program garnered more than 90,000 web hits (a 76% increase), generated more than 5,000 leads in six months and 15 events, generated 7,000 Facebook fans and 2,000 Twitter followers in 8 months – all leading to an increase in Brand Awareness by 23%. In addition, Southport created an evaluation system to measure sponsorships and ROI for more than 165 sponsorships in one year on behalf of Qualcomm. Qualcomm saved $275,000 through Southport’s sponsor negotiations of four contracts. Finally, through the on-site sales of FLO TV, $180,000 in revenue of product sold was generated.