Sprint touts entertainment capabilities of Epic 4G with multichannel marketing campaign
Published September 23, 2010
Hoping to position its new Samsung Epic 4G as both a phone and an entertainment device, Sprint is launching a multichannel marketing campaign designed to highlight the handset's video playback options.
The video campaign, which will air on national television and the web, parodies classic moments from action movies before the camera pulls back to reveal the spots were played on the Epic 4G. For example, MediaPost says one commercial will overlay sound effects from martial arts movies on top of two businessmen drinking coffee.
"Movies capture the imagination of everyone. It's the upper echelon of video entertainment," Marc Davis, Sprint's manager of national advertising, told MediaPost.
Sprint may also run a contest that calls for users to create their own parodies. "It's an idea out there that's meant to invite participation of consumers and users to extend the viral nature of the campaign," Davis said.
With 84.9 percent of America's internet population watching online videos, the platform has become a popular channel to reach consumers. Recent comScore reports indicate 178 million consumers watched online videos in July.