Mediapost: Company's Qwest: Reaching The Younger Demographic

The Starting Line

In the truest spirit of building brand loyalty early in life and leveraging teen's power over their parents, Qwest Communications has signed with Yahoo's LAUNCH music service to design a site called highway-q to reach kids 13-18 and explain Qwest's services. Along with the site, Qwest is backing a concert tour for the group, The Starting Line, where bar coded t-shirts will be handed out which can then be scanned to see if the person has won a poster, a CD or a pass to a post-concert party.

According to Qwest Director of Consumer Marketing Katarina Stansic, the focus of the campaign is to use music, integral to a teen's lifestyle, to build brand with the youth audience as well as convince teens to suggest Qwest services to their parents. The influence of a child over a parent is a powerful thing, and if executed effectively, there could be a lot of push to use Qwest for several years.