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Rogers promotes Fido at singles show

Rogers Wireless will conduct a promotion for its Fido brand at an event called IntroExpo in Toronto this week. The event, a consumer show ained at single people, will run from Oct. 12 to 14. As a sponsor of the event, Rogers will operate a Fido installation at the site which will offer to determine the personality type of attendees and match them with one of five dog-based characters. Participants will be invited to choose a dog tag that best describes their personality and then find another attendee who has a matching tag. These participants will then be eligible to win a cell phone. Other campaign elements include event signage, banners and direct marketing materials. The campaign was developed by Fuse Marketing Group. "Our challenge was to provide a unique and compelling experience that connects with Fido's target audience," said Laura Fisher, director of experiential marketing at Fuse. "Our campaign underscores that Fido understands its customer by offering an experience that is relevant to them."

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