Strategic Objective: Rebrand and reposition Cricket Wireless to multicultural audiences, newly acquired by AT&T, from an outdated second-rate service provider into a premiere national carrier.
Solution Overview: Reposition Cricket Wireless as a cutting edge communications company using the latest immersive technologies to create sharable sensory experiences for target consumers. We launched a retail driver program offering a chance of a lifetime to attend one of the hottest music tickets of the year. Tapping into our consumer’s passion for attending live music performances, we would drive consumers into retail locations using a digitally enabled high-value offer that could only be redeemed inside Cricket stores.
Our first step was to integrate Cricket into one of the country’s largest multicultural concert tours co-headlined by international sensationsEnrique Iglesias and Pitbull. After structuring sponsorships that would allow ample on-air and venue coverage while also providing retail usage rights we were ready to build out technology infused tactics to target fans in their local communities and at concert venues.
Utilizing the superstars, we first created VIP ticket offers backed by meet-and-greet opportunities. To get consumers into retail, we created a digitally enabled retail driver program that leveraged proprietary algorithmic software to assign unique bar codes to individual game pieces that were distributed across multiple consumer touch points in targeted communities and neighborhoods. Hopefuls would be directed to the closest Cricket store location where their unique code could be scanned utilizing the stores existing scanning system and the proprietary program software to detect winners.
We designed an onsite experiential activation that would cleverly leverage the superstars while placing Cricket Wireless at the center of the overall experience. The onsite experience came to life with two hard hitting experiential activations: Enrique Iglesias Holograms and Cricket Stage. Both utilized cutting edge technology to harness the power of our stars and provide an engagement opportunity to re-educate participants along the way.
Arriving at the main gates of the show, fans came across the Enrique Iglesias Holograms, consisting of a real life, talking, moving and flirting Enrique look-a-likes.
As they stopped to double take, fans had to move in for a closer look. Once up close participants began to line up for a photo with the virtual hunk, often creating a scene within the halls of the venue and drawing additional attention to the area, which was well branded with Cricket signage and overseen by friendly Product Specialists. With over five minutes for the average wait, our Specialists had plenty of time to engage with participants, answering questions and providing the re-education opportunity we were looking for. From there, the virtual Enrique directed consumers to visit the Cricket Stage at the main entrance for a chance to take center stage and win instant seat upgrades and meet-and-greets with the real Enrique.
As fans closed in on the flashing lights of the Cricket Stage, they were invited to take center stage and strike their best pose for a unique 180 degree photo opportunity as a solo headliner or with friends and family alike. Once again, friendly Product Specialists were on hand to engage consumers as they waited, answering questions and providing key talk points crucial for our re-education objective. After completion of their famed photo opportunity, fans’ were prompted to share their photo using the brand hashtag (#STSA) for a chance to win instant seat upgrades and meet-and-greet opportunities with the headliners. Tagged pictures appeared on in venue monitors and on Cricket charging stations, which were strategically placed around each venue.