A small agency might seem an unusual choice for a national brand. But when wireless provider Sprint wanted to further its thought leadership position, it was clear that meant thinking beyond “business as usual.”
Enter Arketi, with the idea of harnessing National Cellphone Courtesy Month (July, who knew?) to stake out a thought leadership position.
- Survey says…
Arketi developed a survey campaign for use in media relations outreach that would position Sprint as a thought leader on the topic of cellphone courtesy.
A 32-question survey was fielded to nationwide and local market samples of U.S. adult wireless phone users. The surveys sought to uncover unique and newsworthy wireless phone etiquette habits among both consumers and business users.
The findings of the national and market surveys were packaged in the form of a FastFacts datasheet. The piece highlighted those data points identified by Sprint, and Arketi expected to garner the greatest media coverage both nationally and in each local market.
Additionally, a video news release featuring Sprint’s etiquette expert reporting on the survey findings was produced, along with a Sprint website that included a “Sprint Wireless Courtesy Test,” wireless etiquette tips, a downloadable datasheet with the research findings, and links to Sprint products and services.
Media coverage outpaced all expectations. National media outlets that reported on the survey, included The Wall Street Journal (twice), 20/20, The New York Times, Forbes, USA Today, AP Radio, UPI, Reuters, Fox News Channel’s Studio B, PC Magazine, Wireless Week, MYCOM PC WEB (Japan), NewsTalkZB (New Zealand), and eMarketer.
Sprint secured local media coverage in all 15 markets, including segments on 25+ local TV stations, and local print coverage in outlets including San Francisco Chronicle, Denver Post, New York Daily News, Palm Beach Post, St. Petersburg Times, Sun-Sentinel, Sarasota Herald Tribune and Philadelphia Inquirer. Total national and local circulation reach has exceeded 15,000,000.
In addition, over 15,000 individuals visited the Sprint courtesy website and took the online “Sprint Wireless Courtesy Test” to see how they stacked up in terms of wireless courtesy. Years after its initial release, data from The Sprint Wireless Courtesy Report still regularly turns up in news stories around the globe.
Sprint won the following award for this marketing program developed by Arketi Group: