Adage just broke a story on Sprint’s new Palm Pre ad campaign calling it “its most comprehensive web campaign ever” Sprint is beginning today with “home-page takeovers on Yahoo. Takeover ads will also appear on AOL, ESPN.com, WSJ.com, People.com, CNET and YouTube in the weeks ahead“
Some are saying this will be the biggest web ad push ever. They
“Work in the new campaign includes a series of interactive online ads customized to the sites’ specific audiences. For instance, Sprint’s ad on the Pandora music site spews out data such as the number of people listening to country music; on financial sites, an ad unit displays a meter that measures Wall Street’s mood — bearish or bullish — at a given moment. Omnicom Group’s Goodby, Silverstein & Partners, San Francisco, is behind the push.
In the web ads, Sprint will also recruit people to upload videos on YouTube to create a “human clock” in which users denote the time of day by displaying it with their fingers. The company will piece the clock together throughout the day as it sorts through the video submissions.
Sprint’s advertising manager, Candace Wolken, who oversaw the company’s latest digital efforts, said the carrier chose to take its message further online because it fits the ad theme. “The online medium allows you to do real-time things and lends itself to the immediacy of the things that are happening right now,” Ms. Wolken said. “It demonstrates what the Now Network is enabling and the relevance it has to people’s lives”
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