Cingular Wireless connects with its customers through sponsorship in a variety of ways. One of their major objectives with any sponsorship property is the delivery of relevant content to their customers. Cingular approached Velocity with the desire to extend its presence and relevance within the pop culture and entertainment space through a program that would reach a core group of female consumers who were not generally reached through existing Cingular sponsorship platforms.
Solution
Velocity developed a Cingular Fashion platform that opened the door to a wide variety of marketing benefits and opportunities through partnerships with Conde Nast/Fashion Rocks, Olympus Fashion Week, Mercedes-Benz Fashion Week and top-level designers. Through these partnerships, Cingular received exclusive content, VIP hospitality assets, on-site access and activation which Cingular leveraged to support the rollout of new technology and drive usage of data product offerings. The Cingular Fashion platform gave customers access to a year-round suite of exclusive fashion content, including runway show highlights, designer downloads behind the scenes video features, and fashion insider tips.
Results
Cingular was the first wireless provider to offer a comprehensive fashion platform, containing the fashion industry's premiere events with year-round content. The integrated program enabled Cingular to become an active "player" while generating significant incremental revenue and press coverage for the Cingular brand.
©
Copyright 2006 Velocity Sports & Entertainment. All Rights Reserved.