• by Laurie Sullivan , October 2, 2008

Verizon Wireless stepped up services at Washington University Thursday to support the thousands of people attending the vice presidential debate, quietly marketing the move by reaching out to the media through a press release.

While there are no plans to run television spots, radio ads or online commentary about the support, Verizon wants to assure consumers will stay connected through voice and data services during the debate. A Cell on Light Truck (COLT) is being deployed to temporarily double network capacity for voice and data transmissions around the university as Alaska Gov. Sarah Palin and Sen. Joe Biden, D-Del., square off for their only debate this election.

The COLT system should accommodate the "anticipated onslaught" of voice and data calls by media, political strategists, event organizers, students, and on-site or in-home consumers hanging on the candidates' words, according to Verizon.

"No special tactics are being done to market this support," says Verizon spokeswoman Brenda Hill. "It's really a typical piece of equipment we put in place when expecting large crowds of people, such as a baseball or basketball game."

Hill defines "anticipated onslaught" or "big number of calls" as an estimated 10,000 to 30,000. "Customers expect a high level of quality," she says. "They don't go to an event expecting their cell service not to work. They expect to dial the phone to stay connected. It works everywhere, any time."

Designed for use at events that require additional network capacity, the temporary cell site can process thousands of calls and data transmissions hourly. Improved network coverage gives more subscribers access to the wireless network to make calls, as well as send and receive e-mail and text, picture and video messages.

Being affiliated with the hottest vice presidential debates that has come along in years calls attention to brands supporting the event and sends a message that they are on the cutting edge as one of the two major wireless players, says Laura Ries, president of Ries & Ries, a brand consulting firm.

"It's the way people communicate these days, talking and sharing information about the elections through a closely held digital device that Verizon supports," Ries says. "Obama sent out a text message to supporters letting them know his pick for the vice presidential candidate. Verizon wants consumers to know they are one of the two major players on the cutting edge."

Verizon has been working to improve coverage in the area since the beginning of the year. In the first half of 2008, the wireless carrier spent more than $26 million in Missouri on new cell sites and other upgrades to its network.

Meeting or exceeding network demands has become part of its mantra to support wireless and data services. The company has invested more than $45 billion since it was formed, about $5.5 billion on average annually, to add new services and increase coverage and capacity.