We had an opportunity to relaunch the Boost Mobile brand 20 years after our popular Where You At? campaign with The Game, Ludacris and Kanye West. To celebrate that anniversary, we reached out to our legacy athletes and sprinkled in new up and comers to be featured for the launch. Because Boost Mobile’s brand can participate in action sports, music and art events in a naturally integrated way thanks to our legacy promotions and sponsorships, we felt that bringing these people together to tell the brand story and reusing our popular tagline “Where You At?” in a fresh way made great sense. We simplified our pricing plans and streamlined our communications to make a statement to the category by setting the pace with our new structure. The campaign was a nationwide buy that included TV, radio, out of home, digital media and social media executions, a real end to end campaign.
The tactics below were the ones I was able to contribute to the over all campaign.