Program: Dell Street Team - "Yours Is Here"

Marketing Firm: GamePlan Marketing & Events

End Client: Dell

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.”

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.

Timing:

• 1 month prep work
• 1 event day

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.

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