Sprint "Crash Test" – Campaign
For years, Sprint had been losing customers in Chicago due to an inferior network. So when Sprint launched their new 4G LTE network, they needed to do more than tell people about the new network. They needed them to try it.
We created a campaign that invited current Sprint customers to put the new network to work by creating something truly unique – A self-portrait of Chicago.
We started by creating a series of challenges.
The challenges were posted all over the city. Using the hashtag #builtforchicago, we asked people to submit Instagram photos and Vine videos.
People shared their vision of Chicago. Submissions were showcased on a mobile and desktop website.
Then, the people of Chicago
voted to pick 10 winners.
The campaign culminated in a dynamic, interactive art installation at the Art Institute of Chicago featuring the finalists and ten winners. Titled: Chicago by Chicago, presented by Sprint.
In the end, we didn’t just tell people about Sprint's new network. We challenged them to use our new network to create something truly unique: A self-portrait of Chicago, by Chicago. And it worked.
• 60,000 people participated
• Over 3,000 submissions
• New customers up 190%