US Cellular: Most Valued Coach

Mobile operator US Cellular reinvented a community focused programme – Most Valuable Coach – with a user-driven voting contest on social media to win over new customers and keep existing ones engaged in the US.

Campaign details

Brand: US CellularBrand owner: Telephone and Data SystemsAgency: MullenLowe USMarket: United StatesIndustries: Telephone & internet servicesMedia channels: Events & experiential, Online video, Print - general, unspecified, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

US Cellular is a small, regional American mobile network operator that was outspent nine to one in a market with a shrinking pool of prospects. We couldn't out shout the competition and we couldn't offer deeper discounts, so the only way to drive interest among...

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