“US Mode” – UScellular Experience at Summerfest

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

• 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

• 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

• A mounted TV displayed a “radio dial”-style scoring meter
• Players watched their score climb or drop live as they reacted

• 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.