3,000 Phones Across America

While at VML I had the privilege of providing strategy and design for Sprint’s Powervision Mobile Marketing initiative. The initiative was initially based around a physical tour in which demos would be given in select events and cities.

The ground breaking idea to physically pass the phones came out of the simple fact that the phone had to be seen, touched and felt to really understand its capabilities. So, why not allow the users to have their own experience? Share it and see where its been? 3,000 phones were handed out. There was a lot of risk and a lot of reward: 300,000 physical demos and 64 million impressions.

Background
Sprint’s PowerVision Network allows individuals to do virtually anything they typically do at home work or play with an experience that combines rich, clear visuals, high-quality sound and broadband-like speed on a wireless phone. The ability to watch, listen, play and do at the speed of life.

Objective
This product needed to be seen, touched, and felt to understand its relevance and capabilities.

Solution
Reward individuals who interact with a PowerVision phone, register through it, and pass on the experience.

In summary:
(1) An interactive demo and video were produced for the handset. (2) Online influencers and select participants were invited to attend launch events (3) Mobile Marketing Vehicles were skinned, packed with experiential pods, and sent to launch events (4) Phones were handed out, “Chains” of teams were rewarded for passing the phone locally and nationally. (5) Participants could then login to the dashboard to see how their team stacked up.