Cricket Captures The Premise Team
Wireless Nationwide Coverage Maps = Extended Lunches for the Premise Team
Wait, what do phones have to do with food? (Answer: everything has to do with food!)
Example: Did you guys hear about that mix up with the stock market the other day? Well, allegedly it was caused when a trader made a typo...probably because he was hurrying to get to lunch.
(OK, OK, I made that last part up, but I bet there is some truth to it)
So, anyway, back to the story. The Premise team ventured out of our usual lunchtime routine to head toward the Gaslamp District for some healthy options at the Beach City Market, which happens to be located in Horton Plaza. For those unfamiliar, Horton Plaza is the large shopping center located in the center of downtown. After enjoying our meals in the glory of a sunny San Diego afternoon, we headed into the mall to get our parking tickets validated.
I spied what appeared to be a large touchscreen monitor in the wall just outside the Anne Taylor store. Naturally, my desire to act like a 10 year old kicked-in and I headed over to check it out. Turns out it was an interactive game promoting Cricket Wireless and their "unbeatable" nationwide coverage.
The object of the game is to repeat the pattern of states that flash in the map, until you have successfully completed each region - each round gets longer and faster and, therefore, more challenging. It's a lot like Simon, if you remember that game. (side note: I rule at Simon)
The high scores are eligible to win a $200 travel voucher. So, the Premise team took on the challenge. Although we didn't get the winning score (I'm looking at you, Aaron), we did have fun and spent some quality time engaging with a brand that I hadn't ever really given much thought to.
Total brand immersion time - 15 minutes.
I suppose if I was in the market for a new cellular provider (although, I think I'll stick with my company provided iPhone), I'd consider Cricket an option.
So, for developing a fun, memorable, and highly engaging marketing tactic (and lunchtime extender)...I say bravo, Cricket, bravo!
Lindsay, Campaign Manager
Lunch Today: Samples from Costco!
Comments
| Ben Leis
May 10, 2010 |
I lived in Phoenix for 3 years where Cricket was known only for it’s local coverage and terrible for roaming outside of the metro area. I think it would be hard to get people to convert back to trying something that did little to exceed expectations. Cricket needs to focus on the existing customers. |
| Lindsay
May 11, 2010 |
I can’t speak for their coverage as I have never been a Cricket customer, so I’ll have to take your word for it, Ben. But, it seems these days most cellular providers have comparable nationwide coverage, so I wonder why not take the “no contracts” angle and market the heck out of it? That seems to be a bigger differentiators for them…although Boost does make that message front and center in their marketing efforts - http://plans.boostmobile.com/planhub.aspx |
| Sandy
May 11, 2010 |
Agreed with Lindsay about the engaging-level of this game! Have to add, though, that I originally saw this promotion on the streets of Downtown one night. Cricket set up a small mobile truck (think U-Haul rent-a-truck size) parked in a parking lot near the sidewalk. There were about 4 people in Cricket shirts stationed outside the truck and across the street passing out flyers that promoted Cricket Wireless’ coverage. Since only one person could play the game at once, and the flyers provided no action-oriented incentive (they just seemed like spammy street flyers that no one wanted), Cricket lost A LOT of potential impressions—and came off spammy—yes, I made up the word. Horton Plaza placement: A. Downtown street placement: D. And go Premise team (aka LINDAY—and no I did not spell that wrong) for getting second place!! |
