Marketing Firm: GamePlan Marketing & Events
End Client: Dell
Program: Technology Marketing



Objective

Generate excitement for Dell’s new colored Inspiron laptop computers and their “Yours Is Here” campaign through an urban challenge similar to “The Amazing Race.”

Timing

  • 1 month prep work
  • 1 event day

Parameters

  • 435 total talent for 1-day event
  • 9 Markets – Dallas, Austin, San Francisco, Los Angeles, Miami, Atlanta, Chicago, New York, and Seattle.
  • 1 local manager in each market working and planning the promotion 1 month prior to event.
  • 2 in-market supervisors working in each market for 2 1/2 weeks prior to event.
  • 41 brand ambassadors in each market on the event day, plus paid backup staff

Program Elements

  • Local market managers planned and executed the entire promotion including all communication with vendors, site visits, securing contracts for race stop locations, booking caterers, and training and organizing staff.
  • Brand Ambassadors helped to run the urban challenge via various duties including: registering racers, welcoming racers, crowd control, manning race stops, dressing as costume characters, set-up of event area, and break-down of event area.

Results

  • 100% staffing success rate in 9 markets with over 400 people.
  • Executed a memorable, live, and viral experience for Dell consumers.
  • Created buzz and excitement for the new Dell Inspiron laptop.
  • Delivered post-event recap and reporting analysis.

Client Testimonial

“To create a live experience that explodes into a coast-to- coast viral message, we needed a team that would staff and perform at the highest level. EPS is the valued partner that ensured we had the RIGHT staff to execute a successful monster campaign – by getting 400+ people 
nationwide to show up at 100% success rate, with flawless execution. EPS delivered! We’re looking forward to working with EPS on our 
future programs. Thank you EPS!” 

~ Tim Hayden, President, GamePlan Marketing & Events