About UScellular
UScellular, now part of T-Mobile, is a national wireless carrier committed to helping people build stronger connections in their communities and daily lives with technology. Through initiatives, such as Unplug & Play Day, UScellular also encourages families to develop healthier relationships with technology by spending meaningful, distraction-free time together.
The Challenge
Lukas Partners needed to deliver a PR concept big enough to make a national statement about disconnecting from technology in a way that felt fun and shareable, all while aligning with UScellular’s brand mission of promoting balance and connection.
The Big Idea
Turn UScellular’s message of healthier technology habits into a series of playful, youth-driven community events — centered around a record-breaking mini golf hole experience that families could not resist.
Our Approach
Here is how Lukas Partners brought UScellular’s Unplug & Play Day to life.
Planning & Collaboration
To build community participation, Lukas Partners identified local Boys & Girls Clubs to participate in and share information about Unplug & Play Day. We also coordinated with UScellular’s Board of Connectors youth members Matilda Hill, Rowyn Moore and Brennen Vongpanya to incorporate them into media materials. We discussed their availability and comfort level for interviews with their parents and drafted talking points that highlighted the importance of families spending quality time together.
Create Record-Breaking Experience
When the Board of Connectors selected miniature golf as the activity to represent Unplug & Play’s “live life in US mode” theme, we worked with UScellular’s communications, brand activation and sales teams to organize a Guinness World Record attempt for the Longest Temporary Mini Golf Hole. We also helped coordinate additional free, family-friendly activities for Unplug & Play Day, such as face painting, a giant yard puzzle, snow cones and a mural painting.
Build Awareness Through Media
To generate excitement and media coverage, Lukas Partners drafted media alerts, news releases and talking points for the Iowa Unplug & Play Day events in Des Moines and Cedar Rapids. We visited local newsrooms in advance to deliver event materials, then attended both events to assist with coordination, interviews and photography. After each event, our team followed up with a news release that included photos and a highlight video produced by UScellular. We also used the Des Moines Unplug & Play Day photos and video for pitching prior to the Cedar Rapids event.
The Results
- 73 media placements
- 11M audience reach
- 400k event attendees
- Guinness World Record
Make Your Brand Activation Unforgettable
Bring your next creative idea to life with expert marketing and PR, event management and media training from Lukas Partners. We help brands turn bold concepts into community moments that inspire engagement, drive media coverage and make lasting impressions. Contact us today!
