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.


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


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.


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.