Telus tries experiential marketing for new smartphone

Skiers at a branded Mont-Tremblant cafe ordered up different models of the high-tech gizmo, while brand ambassadors served up piping-hot product info.

Folks who dropped into the temporarily branded Café Telus at Mont-Tremblant during the recent Telus Spin08 ski and snowboard event were quickly immersed in a brand activation for Telus’ new smartphone, which was dreamed up by Montreal-based experiential marketing agency JSEM.

While quaffing beverages provided by co-marketing partner Van Houtte, visitors were handed menus depicting differing models of the high-tech gizmo. Then brand ambassadors costumed as waiters served the phones along with a side of product knowledge, and invited them to test-drive its features. Over 1,500 consumer emails and text messages were sent by guests, who were automatically entering a contest to win daily prizes that included VIP passes, lift tickets, luxury car rentals and ski or snowboard equipment.

JSEM developed the innovative brand activation to create a memorable experience that married Telus brand values with mountain resort culture, explains company president Jonathan Singer. ‘Providing Telus Spin-goers with a place to warm up and chill out allowed for seamless consumer intercepts in a product-centric, future-friendly environment designed to enhance the Tremblant guest experience.’