Titanium > Titanium and Integrated
THE NOW NETWORK
GOODBY SILVERSTEIN & PARTNERS, San Francisco / SPRINT / 2009
Awards:
Overview
Credits
Overview
Effectiveness
Since the launch, the campaign has been written up favourably in over 100 publications and blogs, including The Wall Street Journal, the Los Angeles Times, engadget, and The New York Times. Beyond PR press, thousands of people have tweeted and blogged about the campaign. The first spot was viewed over 120,000 times on YouTube in the first three weeks.In the first three weeks, the Now Network site has raked up nearly 700,000 visits with an average of 15 interactions. Average time spent is 4 minutes – all on a one-page Web site. Sprint has seen solid returns from the online work. Between April 6 and April 28, the company said the Now Network online messaging delivered almost 340 million impressions, adding that brand exposure time was about 45 seconds per impression, close to double the wireless benchmark of about 25 seconds per impression for a rich media ad.
Execution
The site, sprint.com/nownetwork, launched simultaneously with a :60 Now Network spot on major networks. This was followed up with three more :30 television spots. Online advertising broke with a Yahoo! takeover ad, along with several live-feed widget banners on sites including YouTube, MySpace, ESPN, WSJ.com. Print ads ran on key dates – tax day and the day of the NY marathon.
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