Everything’s bigger in Texas
And this year, that included T-Mobile’s footprint at the Houston Livestock Show and Rodeo. Partnering once again with their trusted team at Proscenium, T-Mobile set out to make a bold impression, turning a high-traffic fairground into an opportunity to connect and engage. The result? A high-energy activation that blended the spirit of the rodeo with the innovation of the Un-carrier—and drove an increase in sales and activations over the previous year.
Bringing Dreams to Life
Our task was to bring T-Mobile’s presence to life in an environment known for it’s high foot traffic and high-spirited attendees. We transformed the booth into an immersive Truck Stop that functioned as both a retail location and a vibrant brand moment. Building on the success of the previous year, our team introduced new creative elements and refined the experience to feel even more engaging, efficient, and uniquely T-Mobile. Rodeo-goers could stop by to upgrade devices, switch networks, or simply charge their phones at a custom-built charging station made from a vintage gas pump.
Details, Details, Details
From a scratch-off prize giveaway to a comfortable lounge space, every touchpoint was designed to drive engagement and foot traffic—and it worked. The booth saw a steady stream of visitors throughout the run of the event, proving that with the right concept and execution, even a cattle-filled carnival can be the perfect place to connect with consumers.
For Proscenium, it was another opportunity to do what we do best: transform a brand’s goals into real-world experiences that deliver results.
Of course the show didn't stop there! Next we went to the Los Angeles County Fair and are preparing for the State Fair of Texas in the fall.
Of course the show didn't stop there! Next we went to the Los Angeles County Fair and are preparing for the State Fair of Texas in the fall.
