Sprint Promo SPRINT 4G IPAD CASE by Goodby Silverstein & Partners San Francisco

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Industry Telecommunications Services
Media Promo & PR
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Christian Haas
Art Director Caio Lazzuri
Copywriter Larry Corwin
Released April 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: SPRINT
Product/Service: 4G IPAD CASE
Date of First Appearance: Apr 16 2010 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://now.sprint.com/beta/4gcases/
Co-Chairman, Partner: Rich Silverstein (Goodby, Silverstein & Partners)
Creative Director, Partner: Jamie Barrett (Goodby, Silverstein & Partners)
Creative Director: Christian Haas (Goodby, Silverstein & Partners)
Copywriter: Larry Corwin (Goodby, Silverstein & Partners)
Senior Art Director: Shane Fleming (Goodby, Silverstein & Partners)
Art Director: Caio Lazzuri (Goodby, Silverstein & Partners)
Group Account Director: Rob Smith (Goodby, Silverstein & Partners)
Senior Interactive Producer: Margaret McLaughlin (Goodby, Silverstein & Partners)
Executive Print Producer: Bethanne English (Goodby, Silverstein & Partners)
Account Director: Jennifer Fox (Goodby, Silverstein & Partners)
Account Operations Director: Jennifer Pao (Goodby, Silverstein & Partners)
Account Manager: April Won (Goodby, Silverstein & Partners)
Media placement: Sprint 4G IPad Case - In Store Merchandise - 4/16/10
Media placement: Web Site - Public Web Site - 4/15/10

Describe the objective of the promotion.
On Friday, March 12, 150,000 people pre-ordered iPads without ever touching one. AT&T is Apple’s official service provider in the United States, but thanks to blogs and consumer groups, we knew people hated their AT&T service. So we saw this as an opportunity to turn the biggest tech news story of the year into a conversation about Sprint’s new, blazing fast 4G network.

Describe how the promotion developed from concept to implementation
Since the iPad is WiFi enabled, users could gain access to Sprint’s 4G network via a Sprint Overdrive Mobile Hotspot. So we came up with a simple solution – creating a customised, stylish neoprene case that would hold both the iPad and and an Overdrive. We’d essentially be using the iPad as Trojan Horse to get people to use Sprint’s 4G network.

Describe the success of the promotion with both client and consumer including some quantifiable results
Within three days of its release, the case had already garnered over 5 million unpaid media impressions. Meaning we’d successfully hijacked the tech story of the year with just a few yards of fabric.

Explain why the method of promotion was most relevant to the product or service
When the Sprint 4G Case was released, major tech news sites like Wired, Gizmodo and Engadget wrote front-page stories about the product. And mainstream publications like the LA Times got in the act and wrote features about it as well.