In 2013, Highbrid Media and MetroPCS embarked on a hyper-local grassroots campaign that leveraged digital signage stimuli, out-of-home advertising and SMS marketing to engage New York City's highly diverse ethnic consumers.

1. METROPCS CASE STUDY
Medium: Experiential, Customer Engagement
Target: Caribbean

2. challenges
• Difficulties introducing new handset devices to current
customers
• Lacking brand value
• Current customers feeling stigma because of associating with the
brand
• Non-customers don’t realize the value proposition of being
metroPCS customer
• Low flow of traffic to independent retailers
• Lacking community engagement

3. objectives
• Introduce new handsets
– LG Spirit, ZTE Anthem, Samsung Galaxy 3
• Engage metroPCS customers on a personal level in order to build
brand value
• Drive customers to local retail stores
• Provide community service

4. execution
Highbrid commissioned NYC commuter vans to engage the thousands of daily
passengers, many of whom are metroPCS customers.
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Commuter Van Driver ambassadors introduced passengers to new handset
devices
Brand awareness
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Customer Appreciation Days
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Used SMS Shortcode to qualify whether passenger was metro customer or not
Those who were metroPCS customers were offered free rides on NYC Commuter Vans
Drove traffic to local stores
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Weekly Giveaways of metroPCS SWAG: Mints, Frisbees, Stress balls, Bags, Pens
metroPCS Cookie Truck present during the Universoul Circus Block Party
Passengers going to a select metroPCS store were offered a ride free of charge
Community engagement
– Branded metroPCS vehicles provided transportation for local
non-profit organization to community based events i.e.; Universoul Circus

5. evaluation
• Built SMS database
– 500+ opt-ins under 15 short codes targeting Caribbean Community in NYC
over a 3 week period
– Free Ride Days, Pay Days, Mother’s Day Promo
• Block Party generated brand awareness and community
engagement
– Attracted over 1000 people
– Radio remotes used to broaden the audience engagement
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Block Party Stations Hot 97, WBLS, Radio Disney
Hosted by DJ Dhaved Levy
– metroPCS Cookie Truck
– Performances by Universoul’s Caribbean Callalou dancers and New York
State Champion The Westchester Cobras Marching Drumline

6. Introducing New Handset Devices

7. Building Brand Value metroPCS Cookie Truck at the
Universoul Block Party

8. SMS Prompt to Redeem Free Rides

9. Customer Appreciation Promotion

10. metroPCS Branded Vehicles used for free rides
and community engagement

11. THANK YOU
Daniel Gutzmore
President
dgutzmore@highbrid.com
T 347.335.0376
F 347.335.0458
M 718.909.5655
174 Bogart St. #302 Brooklyn, NY 11206
Facebook.com/HighbridMedia
Highbrid.com