DALLAS: Wireless service provider MetroPCS will partner with USA Basketball on an interactive national tour that will begin in mid-January 2012.
The tour will visit key MetroPCS markets, including Atlanta, Boston, Dallas, Detroit, Los Angeles, New York, and Philadelphia, said Patrick Wong, director of field marketing at the company.
MetroPCS launched its sponsorship of USA Basketball, the nonprofit that runs the US men's and women's national teams, to engage consumers through events, deliver key messages to target regions, and elevate the brand “by aligning with one of the most premiere sports organizations,” Wong added.
The tour will include games, activities, product showcases, and potentially autograph signings. To promote it, the company will pitch national press outlets, sports journalists, and a range of bloggers, including those covering consumer issues and sports and mommy bloggers, said Diana Gold, manager of marketing communications at MetroPCS.
The partnership will also give sports fans some of the basketball they're craving if the NBA lockout is still underway early next year, explained Wong.
“We know that our customers are huge basketball fans, and we're just really excited to give them USA Basketball, which, with everything going on, might be one of the only available properties around for awhile,” said Wong.
MetroPCS, with an internal marcomms team of three employees, will work with GolinHarris, its AOR since January 2010, to develop a targeted media list before the beginning of the tour. It will also work with its regional marketing departments on outreach efforts and local event planning, explained Gold.
Once the tour launches, MetroPCS will produce media alerts with the goal of obtaining coverage on morning news shows, she added.
The mobile provider will also use social media to engage consumers during the tour.
“We have a big following that we're continuing to build on our social media channels - Facebook, Twitter, and YouTube,” said Gold.
Before, during, and after each tour stop, MetroPCS will update its social networks with photos and event news, said Gold. GolinHarris will help to execute the events and manage the social media sites.
Gold said some tour events are still in development, but it will keep consumers aware of the activities on Facebook and Twitter.