UScellular Turns Typical Sales Strategy on Its Head with Customer Appreciation Campaign

UScellular, the nation’s fourth-largest wireless carrier, has launched a new campaign that turns the industry’s typical sales strategy to lure away customers on its head and instead is all about awarding current customers through its month-long customer-centric US Days. The campaign launched with a new ad appropriately featuring a real customer and retail associate. Quick chemistry and synced dance moves between the two in the spot has led to millions of social views, new found fame for the two and exceeded campaign goals.

“We created this new campaign to shine light on our US Days effort that rewards customers for being just that. So many deals in our industry are focused on switching carriers, but we think it’s important to also reward loyalty,” said Verchele Roberts, vice president of brand management at UScellular.

US Days was initially launched in 2024 and expanded with the new ad campaign for this year’s event that runs through April 23 and features exclusive deals, upgrades and events for existing customers.

The :15 and :30 spots, created by The Martin Agency, are running nationwide via broadcast TV, streaming video, and paid social. The spots have also seen immense buzz via social media, with Meta impressions totaling nearly 15MM and the YouTube video already receiving over 1.9MM views, considerably more than average views for UScellular’s YouTube and with above average retention compared to other similar ads.

The ad captures real customer Jeremy Payne (J.P.) and UScellular Area sales manager Eric Larson, both from Wisconsin, celebrating and dancing because they’re in their own special customer club. Neither Payne nor Larson consider acting their day jobs but are basking in their newly found fame. According to both, since the ad was released, they’ve been stopped on the street by strangers commenting on the campaign.

Additionally, according to the pair, beyond the stardom, they are grateful for the experience bringing them together as friends.

“We didn’t know each other before this experience. We have different backgrounds and are different ages, yet this experience brought us together as close friends, and for that, I’m extremely grateful,” said Jeremy.