Continuing its launch of the V-Cast phone, Verizon Wireless is taking its act to the Central Intercollegiate Athletic Association’s 2006 Basketball tournament as a sponsor targeting African Americans.
Verizon will woo visitors with a booth at the Charlotte Convention Center, adjacent to the Bobcats arena where the hoop action begins Feb. 27. During the four-day event, visitors can receive text alerts on game highlights and pick a CIAA dream team of five players from their phones.
Attendees of the event are a key demo for the company, Amy Grant, marketing manager, multicultural and emerging markets at Verizon Wireless, said. The event is the largest Historically Black Colleges and Universities Conference (HBUC) in the country.
“It’s part of being able to touch and reach out and have face-to-face contact with consumers, which is very important to us,” Grant said. “We think it’s a great event to reach out to African-Americans with great sports and celebration.”
As part of the promotion, Verizon will give visitors a chance to send pictures and text messages to a large screen in its booth. Attendees can also answer CIAA trivia questions and download wallpapers depicting the 12 schools in the tournament via their cell phones. Lucky participants could also win V-Cast phones, which will be given away during the campaign.
“As we look at our brand and at creating awareness in the African-American market, one key…was to develop relationships within the community and give back to initiatives important to this market, and the CIAA allowed us to do that and more through experiential marketing,” Grant said.
Public address announcements during the game will help lure crowds to Verizon’s booth at the center. Street teams will hand out palm cards and billboards posted throughout Charlotte will help promote.
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