Entry: Sprint, NASCAR Grand Moment

Client: Sprint

Submitted by: Two West, Inc.

 

Briefly describe the venue(s) where the content was displayed: 

Customers of the Sprint Studio are encouraged to stay and play: to see, touch and feel the technology difference that sets Sprint apart from other wireless providers. Within the store there are several areas that captivate the customer and increase dwell time through product, service and lifestyle entertainment. At the concluding act of the shopping journey in the Sprint Studio, customers arrive to the Service Center. There they are met with an unexpected and dramatic store event, a “Grand Moment.” The highlight of this final, in-store customer experience is the digital content that plays alongside five-screen digital ribbon monitors. This content was designed to leave the Sprint customer energized and empowered with the Sprint brand.    

During the national NASCAR season, Sprint showcases its sponsorship of the races across the store to emotionally engage with its race fans.



Objectives: 

The objectives of the 2011 NASCAR Grand Moment were to:  

• Appeal to the Primary Base customer, NASCAR fans, and Techie and Professional segments (none are price sensitive).  
• Generate an emotional connection, through excitement, with the customer while reinforcing the Sprint brand experience and creating a unique in-store experience with powerful audio and visual effects.  
• Educate Sprint customers on the exclusive NASCAR Sprint Cup Mobile app, the HTC EVO 4G, HTC EVO Shift 4G and the Samsung Epic 4G devices.  
• Integrate with the NASCAR area feature thematic.

Results achieved:

"Digital messaging plays a key role in Sprint’s retail customer experience. We want customers to be informed, educated and entertained while in our stores, and the content that Two West creates for us meet those challenges. The videos convey the Sprint brand in an energetic, simple manner, while communicating how Sprint products and services bring the customer’s wireless lifestyle to life, every day."  --Ann Dervin, Sprint Store Retail Communications

• "Very, very good use of the landscape to move content across the screens. The screeching car moving among the screens is eye-catching, and the copy and information is easy to read and take in. Really nice spot."
• "Great, fun, powerful."
• "Very dynamic spot. Good use of movement across screens. Solid integration of Nascar and Sprint brands."
• "Nice. Believe it or not, I have seen several executions where end users have paid for the rights to use corporate art, logos and marks and they don't maximize the opportunity. Good job here of making it very clear that Sprint is an official NASCAR sponsor."