Case Study
NBT Case Study: MASKED - Utah
Background
MASKED, a high-speed fiber internet provider in Northern Utah, prides itself on delivering reliable, ultra-fast internet to homes and businesses in urban and rural communities. Operating in a competitive market, MASKED needed to find a standout marketing approach to raise awareness of its services, especially in underserved areas where fiber internet was a new option.
To achieve this, MASKED launched a year-long hot air balloon marketing campaign that leveraged the region's vibrant event calendar, including parades, festivals, and large public gatherings, to connect directly with local communities. By offering a visually stunning and interactive experience, MASKED combined outreach, education, and brand awareness in one powerful campaign.
Challenge:
MASKED faced the dual challenge of expanding brand awareness and educating residents about the benefits of fiber internet. Many potential customers were unfamiliar with its advantages—such as faster speeds, more reliable connectivity, and better support—compared to traditional internet options.
Additionally, MASKED needed a way to stand out from its competitors, who relied on traditional advertising methods like billboards, mailers, and digital ads. MASKED wanted a campaign that not only captured attention but also created meaningful, lasting connections with its target audience.
Solution: The MASKED Balloon Tour
MASKED developed the “MASKED Balloon Tour”, a year-long marketing initiative that conducted weekly hot air balloon flights in 20 connected cities across Northern Utah. The campaign strategically selected flight locations based on high-visibility opportunities, such as cities hosting large events, parades, fairs, and balloon festivals. These events provided a built-in audience, ensuring the campaign reached thousands of people each week.
Program Details
1. Hot Air Balloon as a Marketing Icon:
- MASKED invested in a custom-designed hot air balloon, prominently displaying its bold logo, tagline (“Internet That Soars”), and vibrant branding to maximize visibility.
- The balloon became a floating billboards, visible for miles and drawing significant attention to MASKED presence in the community.
2. Weekly Flights in Target Cities:
- The campaign conducted 50 flights over the course of the year, rotating between 20 cities in Northern Utah where MASKED services were available.
- Flights were timed to coincide with high-traffic public events, such as:
- Parades (e.g., Pioneer Day celebrations)
- Balloon festivals (e.g., Ogden Valley Balloon Festival)
- Large Events (e.g., Ogden Marathon (A Boston Qualifier))
- Local fairs and farmer’s markets
- Concerts and outdoor gatherings
3. On-the-Ground Engagement:
- At each community event, MASKED set up a branded booth near the balloon launch site to engage attendees. The booth featured:
- Fiber Internet Demos: Attendees could test the speed and reliability of MASKED internet.
- Service Availability Checks: Staff helped residents confirm if fiber internet was available at their address.
- Sign-Up Stations: Attendees could sign up for services on the spot, often with exclusive event-only promotions.
- Giveaways: Branded t-shirts, hats, water bottles, and reusable bags were distributed to reinforce brand recognition.
- Some Events featured, Free tethered balloon rides (up to 50 feet off the ground), giving attendees a unique and memorable experience tied to the MASKED brand.
4. Social Media & Content Creation:
- Attendees were encouraged to take photos with the balloons and share them on social media using the hashtag #MASKED.
- MASKED marketing team captured professional drone footage and high-resolution photos of the balloons at each event, using this content for social media campaigns, digital ads, and website updates.
5. Community Ties:
- To further build goodwill, MASKED partnered with local schools and nonprofits in each city, donating $100 for every new customer sign-up during the campaign.
Costs
Campaign Budget Overview:
-SEE BELOW
Results:
The MASKED Balloon Tour achieved remarkable results, exceeding initial expectations and delivering both immediate gains and long-term brand recognition.
Key Performance Metrics:
- Event Attendance: Over 1.2 Million people attended the 50 events throughout the year.
- Tethered Balloon Rides: More than 8,000 attendees participated in free balloon rides, creating a memorable brand experience.
- New Customer Sign-Ups: The campaign generated 2,500 new customers, with an average monthly revenue of $70 per customer. This represented an annual revenue increase of $2.1 million.
- Social Media Impact:
- The hashtag #MASKED was used in 60,000+ posts and generated over 3.5 million impressions.
- Drone footage and event videos posted by MASKED accumulated 150,000+ views on social media platforms and YouTube.
- Community Donations: MASKED donated $10,000 to local schools and nonprofits, strengthening its reputation as a community-oriented business.
- Website Traffic: Campaign-related website traffic increased by 45%, with a corresponding 25% boost in service availability checks.
ROI Analysis:
- Total Campaign Cost: $309,000
- New Annual Revenue from Customers: $2.1 million
- ROI: 580%
Lessons Learned:
1. Strategic Event Selection Maximized Exposure: By aligning flights with large-scale public events, MASKED reached thousands of people in a single day, ensuring a significant return on investment.
2. Experiential Marketing Builds Brand Loyalty: The balloon rides provided attendees with a unique and lasting memory, fostering a positive emotional connection with the MASKED brand.
3. Community Engagement Matters: Partnering with local schools and nonprofits enhanced MASKED reputation, showing customers that the company is invested in their communities.
4. Social Media Amplifies Impact: Encouraging attendees to share their experiences online created organic buzz and extended the campaign’s reach beyond the physical events.
Conclusion:
MASKED Has extended their Aerial Marketing Contract for another year.
The year-long MASKED Balloon Tour was a resounding success, combining innovative marketing with community outreach to achieve outstanding results. By strategically leveraging Utah’s vibrant event calendar, MASKED not only boosted brand awareness and customer acquisition but also established itself as a trusted and community-focused provider.
With a 580% ROI and over 2,500 new customers added, the campaign proved that when you think big—and soar even higher—the sky is truly the limit. MASKED bold approach set a new standard for creative marketing in the competitive fiber internet industry.
For MASKED , the future looks as bright as the Utah skies.
