Experiential RecruitmentEMC Events designed a campaign that reached the desired audience by tapping into the popularity of the local food truck culture. T-Mobile’s #BeMagenta coffee and treats truck simultaneously engaged the community with a welcomed service, while positioning the brand in key areas where potential employees would go for lunch.
The coffee truck was able to drive to different locations around Seattle, with brand ambassadors distributing free coffee, tea, cookies and other materials — all while interacting on a personal level with T-Mobile’s potential new employees.
STRATEGY: Use experiential activations to raise awareness about T-Mobile’s recruitment, and drive employee acquisition within the Seattle market.
TACTICS: To reach T-Mobile’s audience, EMC utilized a coffee truck that was filled with cold and hot tea and coffee, as well as cookies and branded swag. 42 of T-Mobile’s own employees, including the CEO, joined the truck to interact with potential employees and help hand out materials.
RESULTS: T-Mobile had a massive amount of reach with this campaign with over 7,000 one-on-one engagements over the course of 5 days, nearly 1 million social media impressions. Through this relatively brief campaign, T-Mobile was mentioned in 26 media pieces, 6 broadcast news segments, 5 articles, and 10 radio mentions.
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