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“24” Countdown Begins with Sprint

“24” Countdown Begins with Sprint. Media relations results & coverage analysis. January 24, 2007. KEY MESSAGES. RESULTS. OBJECTIVES. OVERVIEW. Sprint / “24”.

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“24” Countdown Begins with Sprint

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  1. “24” Countdown Begins with Sprint Media relations results & coverage analysis January 24, 2007

  2. KEY MESSAGES RESULTS OBJECTIVES OVERVIEW Sprint / “24” Sprint has a strong history of providing wireless data services that are innovative and unique and Sprint’s video offerings are a distinct example of this leadership. Sprint has partnered with Fox to allow Sprint subscribers with Power Vision-capable handsets to see sneak peeks of this season’s “24,” access trivia questions from past seasons, download a “survival guide,” and get a chance to win an all-expenses-paid trip to a spy camp, as well as access ring tones, wallpapers and games for their Sprint phones. • Sprint brings consumers & fans exclusive never-before-seen content unavailable anywhere else • Sprint continues to be a leader and innovator in the Entertainment arena • Sprint uses creative means to showcase new product innovations and technical capabilities • Media hits by January 24th, with additional coverage expected. National coverage includes Hollywood Reporter, MediaWeek, TVWeek, WorldScreen, Bloomberg.com, Broadcast Newsroom, dbusinessnews.com, Forbes.com, Nascar.com, and TMCnet.com.

  3. MEDIA COVERAGE ANALYSIS Sprint / “24” Stories about the“24” countdown beginning with Sprint ran in a variety of media platforms: The coverage overall was positive or neutral. The choice of Sprint partnering with the TV series, “24,” was extremely beneficial, as the series already has a strong fan base and following. The coverage increased awareness of the benefits of Sprint’s new technological advances and portrayed Sprint as a modern company.  Approximate Total CAV for print only: $ 33,597.40 (does not include the following online hits: Broadcast Newsroom, dbusinessnews.com, Forbes.com, Nascar.com, and TMCnet.com) Tone Analysis Positive: 56.4% Neutral: 43.6%

  4. NOTEWORTHY QUOTES Sprint / “24” “Sprint Nextel will provide subscribers with exclusive sneak peaks of episode of Fox’s “24” this season along with a sweepstakes offer and other exclusive content.”Hollywood Reporter “The Network plans to distribute a variety of 24-related content on specific Sprint smartphones (the Power VisionSM-capable handsets), including clips from upcoming episodes, as well as made for mobile games, quizzes and cheeky video segments instructing the show’s fans how to survive tricky situations while fighting terrorism.” MediaWeek “As part of the arrangement, show clips of the next episode of “24” will be available at 10 p.m. Monday nights to users of Sprint Power Vision of Sprint TV. Sprint subscribers will also be able to play trivia games and win a trip to a spy camp in Florida.” TVWeek Sprint subscribers will have availability of ring tones, wallpapers and games. Sprint is also integrated into the story line of “24” with its Nextel Walkie-Talkie.” Worldscreen News

  5. KEYS TO SUCCESSFUL PR LAUNCH Sprint / “24” • Personality Integration: Integrate cross-divisions using the well known TV series, “24”, and deliver Sprint’s brand extensions, keep viewers connected with sweepstakes allowing “24” & Sprint advocates over 100 chances to win a prize package valued at over $4,000, and ensure that Sprint captures added attention to the exclusive content. • Media Exposure: Sprint worked with the FOX’s publicity office on the announcement to maximize exposure. • Positioning for the Future: Sprint reinforced it’s position as a key player in mobile entertainment.

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