I was lead creative on this pitch working directly with Jeff Goodby and Rich Silverstein. It was a nearly three-month process. And we won. At the time, this was the largest piece of business GSP had ever won. Come to think of it, that may still be the case. I co-ran the account for nearly two years and we had a lot of fun working on this brand. Good times.
How do you own speed and celebrate a mobile NFL application? You take fans inside the mind of the fastest brain in football.
Manning’s Mind Video
NFL Mobile Live Campaign
Sprint had a football app that delivered live games, live radio, live stats and live updates right to your phone. The goal for us was to increase awareness and generate downloads. The goal: 600,000. After the launch of the campaign there were 300,000 downloads the opening weekend of the NFL season and 1,000,000 downloads by December. There are over 2.5 million downloads to date.
redzone video
Part of the challenge was to develop an idea that worked on a national level as well as a regional level, where Sprint sponsored twelve NFL teams. So to further extend the campaign, we developed a visual using the seating chart. This would eventually allow us to tailor the campaign to twelve NFL teams and their fans. The seating chart visual was the perfect solution for stadium signage, programs and local newspapers. It also helped fans find their seats.
Dreams Video
Two important things went down after we won the Sprint business: First, we convinced Sprint to be the first telecom to actually celebrate this miraculous technology and second, we leveraged this light-painting device to bring it to life.