Overview
Working with rEvolution, a leading experiential marketing agency At Milwaukee’s iconic Summerfest music festival, we launched a playful yet purposeful activation encouraging guests to unplug and be present. “US Mode” was a custom-built, gamified experience designed to promote healthier digital habits with a literal twist.
Festivalgoers stepped up to a giant boombox-themed game station, were prompted to put their phones away, and then dove into a fast-paced button-smashing game that rewarded real-world connection over digital distractions.
This was more than a game. It was a visually striking, message-driven challenge that tied directly into UScellular’s mission to help people “reset their relationship with tech.”
The Experience
Check-In
- Guests were invited to drop their phones into a slot on the podium before beginning
- Game initiated via an iPad touch interface with no app or account required
Lights, Buttons, Action
- 45-second game window
- 40 buttons (31 blue, 9 red) would randomly light up for 3 seconds
- Blue buttons represented good habits and gave points, red buttons represented distractions and took points away
- Button icons reinforced the message with music notes, text icons, and emojis
Real-Time Feedback
- A mounted TV displayed a “radio dial”-style scoring meter
- Players watched their score climb or drop live as they reacted
Instant Gratification
- Final score determined what prize players earned, delivered on the spot
- Guests left the activation energized, rewarded, and more aware of their digital behaviors
Brand Storytelling in Motion
- Digital Wellness – Encouraging guests to step away from screens for meaningful moments
- Cultural Relevance – Tied directly into the music festival environment
- Tactile and Visual – Giant boombox build, glowing buttons, and animated scoring created a sensory experience
- Behavioral Cue – Reward system created positive reinforcement for phone-free presence
What Made It Special
📵 Put Your Phone Away to Play – A simple mechanic with meaningful impact
🎶 The Boombox Build – A 15-foot-wide custom structure drew attention and created a festival vibe
🧠 Smart Gameplay – Real-time lighting, scoring, and clear behavior messaging kept engagement high
Results
- Hundreds of players across all festival days
- Game reset time under 10 seconds, ensuring high throughput
- Clear brand alignment with the digital wellness mission
- Guests organically shared photos of the boombox structure and gameplay
How It All Worked (In Plain English)
- iPad interface triggered the system and initiated gameplay
- Raspberry Pi and PC handled button logic and scoring mechanics
- Buttons were programmed to light up in real time using GPIO and LED controls
- TV display styled as a vintage radio dial showed the live score
- Everything was local so no internet was required and there were no hiccups
Conclusion
“US Mode” was more than a clever festival game. It was a powerful branded moment that turned UScellular’s values into a memorable, high-energy activation. Attendees were not just pushing buttons. They were making a statement that being present matters.
