HYPERtext linking technology and communications

Text 100 and Sprint set the standard for mobile entertainment brands

Situation Analysis

In the fiercely competitive mobile and wireless market, it became clear in late 2005 that Sprint Nextel Corp. needed to differentiate itself from competitors. Market saturation was approaching 70 percent, and U.S. wireless carriers—offering the same services, devices and coverage—were struggling to stand out. The company’s executive leadership realized that shedding Sprint’s traditional wireless carrier image and emerging as a mobile entertainment brand was a must and viewed communications as a strategic vehicle to achieve this ambitious goal.

To make Sprint’s brand synonymous with mobile entertainment, the company needed to articulate its vision while building awareness and loyalty with various influencers. The team used research to understand audiences’ and influencers’ perceptions and to find discussion topics Sprint could lead during its emergence as an entertainment leader.

Execution

The nationwide launch of Sprint’s high-speed EV-DO “Power Vision” services for consumers on November 10, 2005, provided the company with a tremendous opportunity to reposition itself. The cornerstone of the Sprint Power Vision announcement—and what the PR team knew would truly resonate with consumers—was the Sprint Music Store. The first service of its kind, the Sprint Music Store enabled users to buy and download full-track songs over the air directly to their Sprint phones. A successful and compelling launch was the first and most critical step in the company’s reinvention.

The launch party was held at one of New York’s hottest nightclubs, the Marquee, to demonstrate Sprint’s “hip” new image. Forty top-tier consumer press attended, including entertainment and technology reporters from USA Today, US Weekly, Maxim, Lucky and Rolling Stone. Key messages were delivered by Sprint executives in a unique manner—in the form of a high-energy talk show, with special celebrity guests and performances, including hip-hop artist DMC, who was carefully selected for his edgy personality and sound.

Evaluation

Following the launch, the PR team quickly turned to measuring success. The team evaluated the coverage—252 pieces—to provide a qualitative analysis that looked at tone, messages and third-party commentary. Analysis revealed that 95 percent of the stories were positive or neutral. Following the launch, Sprint’s share of voice in the mobile entertainment discussion grew from 42 to 48 percent in just a single quarter.

The PR team also conducted a media audit with reporters who attended in order to solicit feedback on the effectiveness of the format. One hundred percent of the attendees enjoyed the party and said they would attend another Sprint event in the future, while 78 percent of the respondents said the event effectively portrayed Sprint as an entertainment company.