Idea: Send a text message to the number on the banner to bring home the message of not texting while driving

Implementation: These Rich Media banners prompted users to text from their cell phones to get a “Live” reply from the woman featured on each web ad. When the text was received, the banner videos were programmed to unloop and play the scene where the character gets the incoming message and ends up in trouble. Just like when texting and driving.

Engagement with the banners has been measured via number of texts sent to the banner, while ultimate success of the campaign is being evaluated based on click-thru to the company website (27% increase). Cricket is winning in “share of heart,” one engagement at a time.