Sprint Nextel is expected to launch a large-scale advertising campaign today with the tagline of “Yes You Can.” The new effort, which includes extensive interactive elements, is designed to introduce its new post-merger brand.
The online campaign will utilize a mix of standard banners and rich media executions, including both Unicast and PointRoll units. Sprint Nextel will also engage in homepage takeovers and use floating ad units. One floating unit shows all of the content from a page being sucked onto a cell phone screen.
Creative for the online consumer campaign was a developed by two Omnicom units: TBWA’s Tequila and Organic. Media planning and buying was distributed between WPP’s mOne and Organic. The media plan includes integrated partnerships and placements on portals, news, weather, lifestyle, and sports sites. Company executives declined to name specific sites upon which the ads will appear.
Sprint Nextel will simultaneously launch extensive print, television, and outdoor campaigns.
“The online marketing was planned closely with the offline media and creative to provide consumers with a fully integrated campaign experience,” said a Sprint Nextel spokesperson.
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