Boost Mobile
Sings a New Tune
Caralene Robinson says the DR
elements in the wireless innovator’s
new Anthem 2.0 brand campaign are
a precursor to more extensive direct
response marketing coming soon.
BY THOMAS HAIRE
We can’t be successful without direct response — it forces
us to be very focused about what we want our consumers to do,” says Caralene Robinson, director of brand
marketing and entertainment at Irvine, Calif.-based Boost
Mobile, a wholly-owned division of telecommunications giant Sprint.
“It helps to measure and quantify our results — gone are the days of
spending ad dollars ‘just because.’ I need to show the company how I
spend effectively, and the way to do that is through DR tactics. DR
tags on our TV campaigns show how people are getting our message
and responding. And going into 2007, I took our traditional national
TV spend down and moved our online budget up, because the Web is
better able to show results — and its where the kids are going. In 2008,
we will continue to buy media the way that kids consume it.”
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