Category: Best Use of Screens
Advertiser: SPRINT
Product/Service: MOBILE PHONE/CELLULAR SERVICE
Media Agency: MINDSHARE, New York, USA
Associate Director/Invention: Derek Topel (Mindshare)
Associate Director: Christopher Vaccaro (Mindshare)
Managing Director: Denise Ocasio (Mindshare)
Executive Director: John Baker (Mindshare)
Group Director: Ralph Pardo (Mindshare)
Associate Director: Rekha Yadav (Mindshare)
Group Director: Frank Puma (Mindshare)
Media placement: Cinema - Cinema - 1 July 2011
Media placement: Digital - Digital - 14 August 2011
Insights, Strategy & the Idea
Sprint’s “All Together Now” campaign, was a new branding initiative that aimed to demonstrate how consumers could affect change in their world via the power of their mobile device and Sprint’s true Unlimited (talk, text and data) plan.
In order to raise awareness and drive relevancy amongst moviegoers, Sprint aimed to provide a simple yet entertaining method amongst this target audience that would provide a real benefit to their community. Given half of all movie-goers use their phones for movie-related activities ; the intent was to stimulate this mobile usage to spark participation and create true change within their audience.
Instead of participating in pre-show trivia, in which there is no incentive or tangible reward, the “Sprint Ticket Takedown” asked movie-goers, to work together on a national scale, with one collective goal in mind - to lower the price of movie tickets.
Creative Execution
During peak summer blockbuster season, movie-goers were incentivised to text a dedicated short code to reduce the price of movie tickets.
The more movie-goers that participated, the lower the price of movie tickets fell. “Sprint Ticket Takedown” promotions greeted movie-goers as they entered the theater (300 Screenvision theatres nationwide) with stickers on doors and box office windows followed by counter card reminders as they went to the concessions and standing banners as they roamed the lobby.
As patrons found their seats promotions continued on-screen through 228MM impressions, featuring a rotation of 15 second animated slides, 10 and 15-second integrated spots featuring CMOR (Screenvision’s robotic ambassador), and 15 second spots offering weekly updates of the current ticket price. Additional banners through Screenvision partner websites and promotions via Fandango and MovieTickets.com social networks extended the program by driving to online and mobile hubs where participants could also register for the promotion.
Results and Effectiveness
In 6 weeks nearly 82,000 consumers reacted and texted the short code in order to drive down the price of movie tickets. By coming together movie-goers were able to lower the price of movie tickets from a national average of $14 down to $4.
Over 100,000 tickets were then redeemed, at the discounted price, within 36 hours, through Fandango and MovieTickets.com. Primary research found that 56% of those surveyed felt much/somewhat better about Sprint based on the Ticket Takedown campaign.
This is the 30% higher than the rest of Sprint’s 2011 cinema campaigns combined.