Sprint Promo, Case study 1 VS 100 ON XBOX LIVE by Mindshare New York

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Industry Mobile Communications, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Mindshare New York
Released June 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: SPRINT
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MINDSHARE, New York, USA
Associate Director: Geoff Greenblatt (Mindshare)
Managing Director: Joe Migliozzi (Mindshare)
Embedded Employee/Sprint: Starla West (Mindshare)
Manager of Marketing Communications: Janice Barbosa (Sprint)
Manager of Marketing Communications: Alisa Smith (Sprint)
Media placement: Digital Campaign - Video Game Console; Continuous Timing - Xbox - 01/06/2009

Results and Effectiveness
Sprint’s groundbreaking, first-of-its-kind Xbox programme led to landmark brand results, shattering the ceiling for gaming advertising in an unprecedented manner while paving the way for the merger of television and video games. Post-action rates highest in brand sponsorship history: • 32% of players visited Sprint.com • 30% went online to research Sprint • 19% visited Sprint stores Brand ratings were significantly lifted by 85% • Target 72% more likely to consider switch to Sprint after exposure • 79% more likely to recommend Sprint to someone • 53% were more positive about Sprint after exposure

Creative Execution
Sprint determined that console gaming was the effective way to connect with its age 18-34 target: • 64% play video games • Spend 10+ hours a week playing • 4 x as likely to say that video games are their primary entertainment Sprint began to explore programmes with Xbox, as the community-based space would allow the brand to offer additional value through exclusive content to its 20m+ members, and the two partnered to develop a game, 1 vs. 100, for Sprint. The free game, courtesy of and sponsored by Sprint, is the first-ever primetime gaming programme. Conducted by a live host, Sprint’s 1 vs. 100 allows participants to play trivia challenges for prizes each night, during primetime hours only. Instead of watching game show contestants, viewers become game show contestants. Sprint’s 1 vs. 100 has revolutionised game shows, and embodies the meaning of Sprint’s NOW message: fast, new, immediate gratification…NOW.

Insights, Strategy & the Idea
In spring 2009, Sprint (USA, domestic-only), underwent a brand relaunch. As the #3 challenger brand in the highly competitive wireless provider category, from both market share and ad-spending standpoints, “The NOW Network” campaign was poised to move Sprint to the front of its product category: the brand would be positioned as THE cutting-edge wireless provider, ideally suited for those who desire to use their mobile device and network connectivity to its fullest potential. As such, Sprint’s primary target, age 18-34, was a tech-savvy, socially-connected, information-hungry consumer who shares recommendations with others for all things technology. However, this target is quickly straying from traditional advertising; the effectiveness of standard media is on the decline. Thus, Sprint had to find non-traditional, attention-grabbing, and cost-efficient means with which to connect to this audience. Based on past successes with Xbox and the target’s affinity towards video gaming, the brand decided to investigate in gaming opportunities.