nTelos Wireless Pass for Cash

Jan, 07, 2015


nTelos “Pass for Cash” is a program designed to reach consumers in a fun and inviting atmosphere during college football season.  “Pass for Cash” activates at 22 football games at the five universities that nTelos serves as official wireless provider including Virginia Polytechnic University, University of Virginia, University of Richmond, James Madison University and Marshall University. Students have a chance to win $5,000 and a trip for two anywhere in the United States.

Desired Layout

nTelos Wireless teamed up with HMS to increase brand awareness and collect consumer data in designated markets in Virginia and West Virginia.

Build Approach

With its objectives in mind, HMS constructed a custom footprint for nTelos managing logistics, design aesthetics and event execution.  At each football game, HMS staffed the consumer experience with brand ambassadors, operated the display, generated leads and distributed premiums.

To attract customers, HMS created a custom football throwing zone that allowed fans to show off their skills and an interactive trailer with TVs and surround sound so fans could watch other football games. A custom photo opportunity allowed nTelos to collect consumer data while free nTelos-branded premiums built brand awareness.

HMS recruited, trained and managed student brand ambassadors to help spread the nTelos messaging to fellow students.

Project Results

In 2014, the display generated more than 150,000 impressions and more than 6,000 unique registrations. Due to the program’s success, nTelos created a similar program for the college basketball season utilizing HMS experts to achieve its goals.


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"HMS Worldwide has brought the Margaritaville brand to Jimmy Buffett fans everywhere in a way that far exceeds what we thought possible. HMS has over-delivered on all aspects of the tour from display design to fabrication to event execution. The fans thoroughly enjoyed their experience with us… and through HMS, we are able to continue the conversation with the fans long after the event is over. We could not have done this without the HMS team."

Tamara Baldanza
Director, Marketing
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