Boost Mobile - Marketing

Marketing

The Boost Mobile brand was originally marketed to the teen and young adult demographics - heavily focused on action sports, lifestyle and urban music. Boost Mobile's past American advertising campaigns featured Fat Joe, Master Shake, Eve, Travis Barker, Kanye West, Travis Pastrana, Ludacris, Richard "Rip" Hamilton, Nick Cannon, and The Game and used the slogan "Where you at?" In late 2007, a Boost Mobile commercial with Young Jeezy, Jermaine Dupri, and Mickey Avalon was released. The “Where you at?” slogan referenced the walkie-talkie feature on all Boost Mobile phones and later evolved to highlight a social GPS application that was available on selected Boost Mobile phones.

Because Boost's deep roots began with extreme sports, there were also several television spots custom made for FUEL TV, one of the premier action sports networks on television.

In fact, Fuel TV's popular "Weekly Update" program, which is the country's one-stop-shop for all news relating to action sports, was long known as "The Weekly Update with Boost Mobile." Another popular Fuel TV program, "Danny and the Dingo" - also prominently featured Boost Mobile in past seasons when its star, Pro Snowboarder Danny Kass, was sponsored by Boost.

In early 2009 Boost Mobile launched their Unwronged campaign. The ads feature situations that could be considered “wrong” such as a coroner that drops food into a cadaver and then proceeds to eat it, two pigs dining on ham, a woman with unusually long armpit hair, and a “man baby”. Each commercial focuses on the fact that while what they are, or are doing, may be wrong, what is really wrong is the fact that cell phone providers have hidden fees and that is why they have chosen to use Boost Mobile.

Recently Boost Mobile sponsored IndyCar Series driver Danica Patrick and her Lucky #7 Boost Mobile/Motorola/Andretti Green Racing car for a period of time. A series of commercials from Boost's Unwronged campaign has featured Danica, one of which had her pit crew dressed up as women, and the other with her signing the chests of men.

Boost Mobile has also produced some regional campaigns, including providing live paper shredders at bus stops in Chicago and Boston, where several times an hour sample contracts from competing wireless service providers would be shredded into confetti.

On January 20, 2010, According to the Wall Street Journal, Boost Mobile's parent company Sprint Nextel managed to secure some of the 1985 Chicago Bears players, including Jim McMahon, Willie Gault, and Mike Singletary, to re-create their famous “Super Bowl Shuffle” rap song and music video as "The Boost Mobile Shuffle" during the first quarter of the Super Bowl XLIV. It’s speculated that Sprint Nextel bought the 30-second Super Bowl commercial spot for around $2.5 million and $2.9 million – so that Boost Mobile’s brand will be recognized during a time when families converge in their living rooms for one of the biggest sporting events. The commercial was directed by comedy duo Tim & Eric.

Boost runs the Boost Mobile Freestyle Motocross Tour/Team, which also makes stops at select NASCAR events throughout the country - as NASCAR's title sponsor is Sprint Nextel: Boost's parent company.