Igniting Drop Culture Moments to Engage Generation Z for Verizon

Using Scarcity and Celebrity to engage in-store traffic

The Challenge

Verizon had invested heavily in revamping their retail experience, targeting younger Millennials and Generation Z with beautiful new stores and layouts. However, the audiences needed an extra push to visit these stores, as they considered a visit to a telco store only when absolutely necessary. After partnering with them on the strategy, design and rollout of the stores, Verizon asked us to create in-store activations in some of their key stores.

Our Approach

We developed a strategy for Verizon designed to embrace the cultural phenomenon of ‘drop culture’: curating rare and exciting collaborations between brands and celebrities that were only available in store, for one moment in time. After curating a capsule with Atlanta Hawks star Trae Young and local Atlanta creators, we hyped the release and meet and greet (hosted in a flagship Atlanta Verizon store) on social, sending our audiences scrambling to get in line, and get in store.

The Results

Store Metrics are confidential, but we can say that more products were sold, and there was 5x more traffic than average Saturday.

The impact of the activation extended the store with,

3M+ Social Reach

100k+ Social Engagements (social actions/engagements (total of likes, comments, story engagements)
452 Comments across social

Consumer reactions

“This is why I’m with y’all. @verizon keep being a blessing out there”

“I'm currently with T-Mobile and came down for the event. This event is putting Verizon on the map, this changes everything for me, I'm switching carriers"