Sprint effort asks, "What Can You Do With 4G?"


In a new marketing campaign, Sprint asks people to stretch their minds and consider the possibilities of turbo-charged wireless – aka 4G. Similar to the watershed event of moving from dial-up connections to broadband access, the launch of 4G is a revolution in wireless technology, says the company.

To drum up excitement and demonstrate real-world uses for 4G, the new ads ask, “What can you do with 4G?” The answers – including quickly downloading music on-the-go, streaming video at lightning frames per second on your mobile device, gaming online at the same speed as a basic cable or DSL wired connection, web-surfing up to 10x faster than 3G…without hooking into public Wi-Fi – are then revealed in TV, online, print and experiential formats.

The anchor device for the Sprint 4G marketing campaign is the Overdrive 3G/4G Mobile Hotspot by Sierra Wireless, which provides a wireless mobile broadband signal that can connect up to five Wi-Fi-enabled devices simultaneously – including laptops, music players, gaming devices, cameras and even smartphones from other carriers.

People will see the Overdrive prominently featured in national TV, print and online banner ads, as well on a revamped Sprint 4G microsite. Local ads will also run in the markets where 4G is currently live and includes print, radio, cinema and digital out-of-home advertising in taxi cabs, airports and elevators.

Sprint spokesperson Dave Mellin Tells RBR-TVBR the TV ad began running on Thursday morning (2/25) on several cable networks including CNBC, MSNBC, ESPN and USA.  Its primetime debut was Thursday night during Survivor (on CBS) and it will air on Desperate Housewives this Sunday (on ABC). A version will also appear before movies in several in-cinema placements nationally. He had no details about radio at this time.