The goal of every digital ad campaign these days is to go
viral, right? Well in a highly unusual
move, Sprint is sending its latest ad to a single person’s Twitter feed. The ad is the latest in a series of TV spots
featuring acclaimed actors James Earl Jones and Malcolm McDowell reading
everyday text messages. The latest ad
will debut on the Twitter feed of Danielle Gray, a proclaimed fan of the
ads. After 6 hours of exclusivity on
Danielle’s Twitter feed, which only her limited number of followers can access,
the ad will then go public on Sprint’s Facebook page.
On the surface this is a puzzling marketing move. But given Sprint’s marketing theme to
celebrate the little, everyday exchanges between family and friends, it’s an
innovative tactic that builds anticipation for the widespread release of the
ad.
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