Sprint‘s “Twelve Days of Power Shopping” marketing campaign covers a lot of areas (it started in November with the launch of the Red MotoRazr) and I can’t get a decent indication of any overarching method to the theme so I suspect it’s just a catchy phrase…but its Power Sports Day seems to be a very good effort at promoting mobile sports content, and if the same sort (or level) of events are held for other forms of mobile content it should have a positive effect on Sprint’s content usage and the market as a whole.
Sprint has some NFL stars making appearences at Sprint stores where fans can meet them, take their picture (with a Sprint phone) and possibly have them record their voicemail greetings. Plus a draw for a MotoKrzr. Celebrities + free giveaways = fairly good drawcard.
Now that the camera and voicemail features have been promoted, Sprint will also launch into promoting NFL Mobile (targeted at Fantasy Sports players and so on), NFL AirPlay Live (a call-the-play game), and a whole series of fantasy sports efforts. The people receiving this pitch at the story will be interested (pretty much by definition) and likely to use them and to promote them to their friends.
This is the sort of thing that is likely to introduce mobile content to people who primarily use their phones for voice — the primary drawcard isn’t any technical terms or mobile-specific content but something they’re already interested in (NFL stars), and the rest is of the “hey, if you like them, you might also like this” recommendation variety of marketing.
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