Devised by agency Brand & Deliver, the tour will visit eight major cities across the UK, beginning at Birmingham’s Bullring, before heading to other shopping centre locations in Liverpool, Reading, Cardiff, Bristol, Leeds and Newcastle, finishing in Manchester at the end of May.
It will feature a sports commentator who will entice consumers into a boxing-ring style stand, which will be personalised for each location. They can then have their photo taken wearing a purple boxing robe and making a punching motion, accompanied by a giant statue of the Blackspot Banisher himself - Three’s furry purple mascot Jackson.
The pictures will then be stitched together into a GIF using the new Samsung Galaxy S7. Attendees will be able to share on social media for the chance to win the phone.
Hayley Lawrence, head of events at Brand & Deliver, said: "This experiential activation will support Three’s ATL campaign and educate consumers about the unique benefits of its new 4G Super-Voice signal."
Three claims its low frequency 4G Super-Voice signal enables users to make calls, send texts and browse the net in places they couldn’t before.
Jamie Green, lead communications manager at Three, added: "With Jackson heading up the campaign as the Blackspot Banisher, we’re getting the message out about our new 4G Super-Voice signal to consumers in a way that is both fun and easy to digest."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.