SprintArt Direction / Digital Strategy / Interactive
Overview: In collaboration with The Thurgood Marshall College Fund, Wells Fargo and Sprint, I led the creative strategy and execution for an integrated marketing campaign.
Problem: More than half of all African-American, Hispanic and Asian households now have broadband access while a growing percentage of these viewers elect to watch programming via their mobile device. How can we establish Sprint 4G as a market leader with urban influencers and expose the brand via a targeted consumer awareness strategy?
Insight: Ingenuity pushes innovation. The next generation is mapping artistry with technology.
Strategy: “The Competitive Edge”. Go experiential and engage customers personally during high-traffic “Homecoming” season.
Solution: In partnership with The Thurgood Marshall College Fund, the team executed a two-tiered solution to promote the quality of Sprint’s 4G technology:
1) The 4G Competitive Edge Filmmakers Challenge invited college students to shoot and produce a short film using a smartphone to illustrate how 4G gives them a “Competitive Edge”. With the use of a microsite, partner sites and social media platforms, the public was able to screen, share and vote for videos.
2) An experiential Sprint 4G College Tour, bringing the Sprint 4G Network Experience directly to college campuses in select college cities. A customized 4G Hummer visited campuses, converting into a mobile, cosmopolitan Internet lounge. where students engaged with 4G products.
Additional press on the success of the campaign is available below: