Sprint was introducing a new wireless entertainment service and wanted to generate buzz and curiosity around its release. They wanted something that would create a unique experience that would inspire viral distribution and also ultimately drive traffic to the Power Vision site.

Organic created an unbranded video of a man sitting in a cab. The users were allowed to control the speed, turns, and overall experience of this cab ride. In order to keep the user engaged, various text were used to encourage the user to continue to "entertain yourself." They were asked to "show no mercy" to the cab rider, and told "you can do better than that" when the cab sat idle or moved too slowly. There were also special hidden keys that would cause other actions, such as the passenger sneezing or a blow up doll appearing next to him. At the end of the experience, the user was told "Coming November 14 - More ways than ever to entertain yourself."

A teaser campaign, along with guerilla postings by online "street teams" drove the initial traffic to the video. Once the service had launched, the experience became branded and linked to a website about the service.

This campaign received a great amount of attention in the blogosphere, lending to the successful viral distribution. There have been over 800,000 visits since the initial launch, and 98% of that activity has been generated virally.

Credit Information
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Client: Sprint
Agency: Organic, Inc.
Budget: Undisclosed
Date of Campaign: October 2005