To support the expansion of Cricket Wireless’s service into new markets, Neverstop conceptualized and executed a fully integrated 360-degree non-traditional marketing campaign. The cornerstone of the campaign was a doubled-stacked shipping container converted into a technology-heavy, pop-up experience, which allowed visitors to immerse themselves and engage with the brand and products.
To support the expansion of Cricket Wireless’s service into new markets, Neverstop conceptualized and executed a fully integrated 360-degree non-traditional marketing campaign. The cornerstone of the campaign was a doubled-stacked shipping container converted into a technology-heavy, pop-up experience, which allowed visitors to immerse themselves and engage with the brand and products.
Attached to the facade of this space was a scaled replica of the new Samsung Messenger phone, certified by Guinness Book of World Records as the Word’s Largest Cell Phone. The giant fully functioning cell phone allowed the public to make calls and send text messages to friends and family with the world watching.
Additional elements of the campaign included various buzz generators, including wildpostings, “Cricket Newspapers on a Train” flash mob, and wallet drops where passersby’s found branded wallets filled with prizes throughout the city.
The launch received coverage from CNN, NBC News, countless technology and blog sites including Engadget & Gizmodo, made the front page of Yahoo News, and the jumbotron in Time Square.
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