ad,” Robinson says. “They’re all pretty
conservative, and they usually want and
exclusive. However, in this case — with
the quality of the ad and the people
involved — Wal-mart was so excited
about the ad that it finally agreed to sit
❯ The B oost Mobile brand is a lifestyle-based te
lecommuni-cations brand focused on offering premium pay-as-you-go wireless phones and voice data services to the youth
market
❯ Launches as the Boost brand in Australia in 2000 and
expands to New Zealand in 2001
❯ Boost Mobile launches in California and Nevada in 2002
❯ In 2003, Boost Mobile (USA) becomes a wholly-owned subsidiary of Nextel
Communications
❯ Boost Mobile begins U.S. national expansion in 2004 and boasts 1. 2 million customers by year’s end
❯ Boost Mobile becomes subsidiary of merged Sprint-Nextel in 2005
❯ Unlimited by Boost, a flat-rate wireless service plan, launches in California and
Texas in 2007
❯ The majority of Boost Mobile’s 4. 5 million customers are under age 25
FAST FACTS > BOOST MOBILE
with other retailers in the tag.”
Following the TV rollout, the campaign will become fully integrated, with
print ads directing consumers to the
Web, and Web ads directing browsers to
an Anthem 2.0 landing page. “All parts
of this campaign direct consumers to
seek more information either online or
from a retailer,” Robinson says. “
However, integration isn’t only in the messaging, it’s also about where we will be
— we’re looking into the blogging space,
like the TMZs, as well as social networking, like MySpace and Facebook.”
Also, since the rollout is happening in the midst of holiday shopping
madness, Boost is planning on doing
more advertising on Web sites that at
“organic to the holiday season,” according to Robinson. “We are able to track
our success in the online space down to
the handsets purchased,” she says. “It’s
the best measurement for new customer
acquisition.” ■
