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Alltel Wireless 'Courtroom' Campaign
Background: MyCircle allows Alltel customers to call up to 10 people for free, no matter which network they're on. The other newtorks were not pleased with this approach. Poking fun at the other networks became the basis for the Alltel campaign.
Problem: Alltel, the 5th largest carrier, challenges the status quo by offering innovations others cannot. With limited marketing funds, Alltel needed to leverage all media channels to generate awareness and consideration for MyCircle.
Solution: The TV campaign featured a spot depicting Chad, the Alltel sales representative on trial for letting you call 10 people for free, any number, any network, without people's permission.
The campaign went online with the creation of the Support MyCircle website asking people to help support Chad in his trial. A second site, peopleagainstmycircle.com (PAMCF) was created to serve as the mouthpiece of the other networks. PAMCF ran ads on blogs to generate support. Continuing to seek support for MyCircle, Chad opened up a profile on MySpace, which allowed Chad's friends to show their support.
Each week as the trial progressed, updates were made to the Suppport MyCircle website chronicling the testimonies of the other networks. In addition, Chad posted on his MySpace Page providing his perspective on the trial and asking his friends for their support. The online community was asked to play the jury and deliberate the case.
Results:
* Trial website logged over 67,000 user sessions, with an average length of visit of nearly six minutes.
* 7% of users returned to the site more than once.
* 13,000 jury votes were recorded.
* MySpace site garnered 530 Friends, 160 comments and 12,866 profile views.
* PR Coverage in WSJ.com, AdRants.com, and numerous blogs.
* Alltel retail sales people from retail stores around the country became part of the campaign by participating and showing their support for Chad.
Credit Information
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Client: Alltell Wireless
Agency: Campbell-Ewald
Budget: Undisclosed
Date of Campaign: June - August 2006
Case Study URL: http://www.supportmycircle.com |
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