Cricket Wireless partnered with CSE to target a sports sponsorship opportunity that would provide national scale with extensive local activation opportunities to increase brand consideration, drive traffic to stores and incentivize sales. Knowing the cluttered sponsorship landscape for wireless brands in sports, CSE honed in on a unique, if not unorthodox opportunity with World Wrestling Entertainment (WWE)
For both brands, it’s all about the experience they provide to their consumers centered around creating smile worthy moments. Cricket gives consumers Something to Smile About by providing a better choice in wireless. WWE’s stated mission is to “put smiles on people’s faces” and attracts passionate, diverse and family-oriented consumers who are an ideal target for Cricket Wireless. With over ½ billon social media followers and reaching over 650MM homes worldwide on a weekly basis, WWE provides an ideal platform for Cricket.
A Sponsorship to Smile About
With an enormous reach both digitally and over the air, WWE provides Cricket an important platform to educate WWE’s passionate fan base about a better choice in wireless. Retail promotions, celebrity store appearances, and special incentives, such as free trials to experience the WWE Network, will give consumers an opportunity to engage deeply with entertainment they love and a brand that will make their wireless experience better.
“Fans came to our stores in mass, showing incredible passion for the family-friendly entertainment WWE offers and the superstars that ignite the kind of excitement only they can produce,” said Janna Ducich, vice-president and chief marketing officer, Cricket Wireless. “It’s time to take it to the next level. This sponsorship enables us to reach 650 million homes worldwide through events that have been staples in living rooms for decades. We are in an incredible position to introduce the simplicity, transparency and dependability that sets Cricket apart from all of its competitors.”
For the third year, CSE managed all aspects of the NBC Sports-Sunday Night Football tour, inclusive of procuring and leading the vehicle design, development of all interactive experiences within vehicle, management of events in each market, NFL stadiums gameday executions, and assisted in social content creation. The NBC Sports Sunday Night Football Bus travels throughout the country making stops at local landmarks and events in the host cities prior to the biggest matchup of the weekend, the Sunday Night Football NFL game.
The SNF Experience brings to life inside of the bus what you see on your TV each week, featuring many immersive areas and photo opportunities: a NFL footballs display wall, SNF Highlight movie, Team lockers, Football Night in America Broadcast Experience/Gif Photo kiosk, lifesize NFL player “Photobomb wall” and Microsoft Touchscreen that provide live voting polls, exclusive content and real-time social feed.
AT&T was looking to reach millennials with a passion for music, culture and entertainment through the lens of technology. CSE presented the idea of sponsoring the BET Experience now it’s 4th year (AT&T has been a sponsor for 3 years) which aligned AT&T with a high profile entertainment brand. This blending of millennials and technology further highlighted AT&T’s commitment to the AA consumer and creating customized experiences.
In order to create memorable moments for the AA consumers, reinforce the ‘Mobilizing Your World’ tagline and integrate social & digital media, CSE developed the concept of “AT&T Live”, a 50x50 footprint setup for live performances and personalized sharable content. In addition, the recommendation was made to be a presenting sponsor of the “Genius Talks” providing consumers both on-site and at home (through an online live stream and social extension) the chance to receive knowledge and inspiration from sports, music and entertainment focused celebrities.
CSE worked with Coca-Cola and AMC Theatres to develop a program targeting the teen market. Working in conjunction with other agencies, CSE led the communication and digital strategy that was successful in driving teen incidence in the critical fourth quarter of 2015. Anchored by a digital coupon redemption flow, the campaign drove teens to a site where they could download coupons to their mobile devices. Integrating social queues into the flow allowed teens to share the offer with one another further driving the reach of the program.