Cricket Wireless and Alcatel partnered to provide unsuspecting customers who visited a Cricket Store a demonstration of a lifetime. The customers were demoing the Alcatel Idol 4 with VR experience and were shocked to have far-away loved ones appear in the 360 video footage. That amazement was only surpassed by their surprise when they removed their VR headsets and, moments later, the same family members stepped through the doors of the Cricket store and embraced them. Cricket launched this video to drive awareness, consideration and advocacy of the brand.
In order to highlight the Alcatel Idol 4 with VR Experience and tap into a focus on family in social content thematics during the holiday season, Cricket provided families with a surprise of a lifetime. The combination of family themes and technology, wrapped around an emotionally engaging core concept, made the video an impactful piece of content for the audience.
Cricket promoted the hero video and behind-the-scenes content across YouTube, Facebook and Twitter. The campaign was also shared across Alcatel's social channels and amplified with paid support. Cricket also leveraged traditional PR and media outreach to amplify the video among media outlets.
The VR Family Reunion video generated over 11 million cross-channel views, over 50 million impressions and over 120 thousand engagements across social channels. The video outperformed the 2016 AdAge Telecom Viral Video leaderboard average.
According to a YouTube brand lift study, the video drove a brand interest lift of 92.1%, which is above the 54.7% "Best in Class" benchmark for the tech/telecom industry. The video also drove a brand favorability lift of 17.2% among viewers who watched the video past 30 seconds, delivering "Best in Class" results for a video campaign in tech/telecom space.
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