Brand Engagement

VPE Public Relations took part in developing customized PR Strategies to support an award-winning campaign for Verizon Wireless.

Campaign Overview

Seeking to regain share and build brand affinity amongst multicultural Millennials, Verizon partnered with leading music label 300 Entertainment to launch the “Verizon #freestyle50 Challenge”, a social media-based talent competition in search of the best freestyle rapper in the nation.

Launched in November, the three week program resulted in Verizon’s most viral campaign of the year. In addition to yielding over 133 million social media impressions, 28,318 tweets and 7,937 Instagram posts, sales for the Walmart offer also rose by double digits.

The Challenge

With an increase in competitive activity across the pre-paid industry, Verizon had lost share in the market across Walmart distribution channels, particularly in the Southeast.

In an effort to regain share and make pre-paid positioning more competitive, Verizon introduced a new pre-paid offer exclusively at Walmart to launch during the holiday season: 5GB + a bonus 2GB for $50.

Evaluation of Success/Results/ROI

  • Increased sales of Verizon’s prepaid offer exclusive to Walmart
    • Sales
      • 14% increase in Southeast market compared to 10% national increase
    • Social Media
      • 133 million social media impressions
      • 8,000+ entries received (goal: 250)
      • 28,318 Tweets
      • 7,937 Instagram posts
      • #freestyle50challenge hashtag used 10,000+ times
    • Public Relations
      • 22 national media placements

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