Going mobile inspires wireless provider's reach.

In 2007, U.S. Cellular wanted to further engage the college consumer by incorporating brand-relevant mobile marketing into their campus tours. AMP Agency answered the call and has evolved the national wireless provider's mobile reach every year since.

AMP's mobile efforts began with a custom t-shirt design station at 2007's Express Your Cell tour. By enabling students to build a one-of-a-kind shirt via a unique SMS shortcode, over 2,400 students walked away with a personal takeaway they would forever associate with U.S. Cellular.

The move toward mobile surged forward with the 2008 Believe in Your Cell tour. A text-to-win pre-promotional contest kicked off the students' experience. Once the tour reached campus, consumers engaged with SMS-based photo booths, ringtone generators and t-shirt stations. In total, the brand's 2008 mobile efforts reached nearly 4,500 students.

To keep pace with technology, U.S. Cellular wanted to expand their mobile marketing beyond SMS with 2009's UrSoConnected tour. Replacing SMS functionality with a custom WAP solution for the t-shirt station and an MMS -based photo station created a better user experience. And a mobile-based Speed Text Tournament inspired thousands of contestants to try to text their way to the $10,000 Grand Prize.

With over 24,000 consumers participating in 2009's efforts, AMP expanded U.S. Cellular's mobile marketing reach by an amazing 1000% in just two short years.