In a move that capitalizes on its coverage in nine of the top ten Hispanic markets nationwide, Cingular Wireless announced its partnership with Sears Roebuck & Company in its 2001 Fiesta Mobile program which will visit 14 U.S. cities and 10 Hispanic festivals. Now in its sixth year, the Sears Fiesta Mobile program consists of two customized motor homes with multimedia capabilities offering interactive games, sweepstakes, prizes, signage and musical events to festival-goers at Hispanic events across the country. Cingular's introduction of "The Cingular Experience" at the Sears Fiesta Mobile builds on the company's brand message of self-expression with the tagline, "Dilo" ("Just say it") in a variety of ways.
The Cingular Experience features a custom-designed canvas by famous Latin American artist Romero Britto that invites consumers to "express" themselves with a drawing, doodle or written word for a one-dollar charitable donation to the National Hispanic Foundation of the Arts. Festival-goers can also have a photo taken with the life-sized playful orange character derived from Cingular's logo, a stylized dotted X, featuring a cartoon-style erasable thought bubble overhead allowing people to express themselves.
In addition, two "Phone Carriers" will walk through the crowd dressed in Cingular suits that will allow them to display numerous mobile phones. Visitors may use the activated phones to call friends and families from the event. And a Spin 'n Win game wheel offers festival-goers fun prizes and promotional giveaways.
"Cingular's nationwide efforts to reach out to Hispanics as part of the Sears Fiesta Mobile program, demonstrates our commitment to the Hispanic communities in our markets," said Greg Roberts, Cingular marketing director of consumer segmentation. "At Cingular, we are not just about technology -- we're about the innate human need to be heard and recognized. Our goal is to enhance the human tools of expression, not replace them."
The 2001 Sears Fiesta Mobile tour kicked off at Miami's Calle Ocho Festival in March and since then has been visiting Sears stores and Cingular stores throughout the country, including Fiesta Broadway on Sunday, April 29th in Los Angeles. The next festival stop on the U.S. Hispanic tour will be the Cinco de Mayo Festival in Los Angeles.
The 14 targeted Hispanic markets are: Los Angeles, Miami, Houston, Chicago, San Diego, Dallas, San Antonio, Washington D.C., Las Vegas, Stockton (CA), Modesto (CA), Sacramento and San Francisco/San Jose. The Hispanic festivals in which the 2001 Sears Fiesta Mobile will participate include the Taste of Chicago and Pan-American Festival in Chicago, and Houston's Festival del Cafe. In addition, the Sears Fiesta Mobile will visit more than one hundred Sears stores and 25 Cingular stores in key Hispanic markets on its national tour.