When the Android boom hit, I became the creative lead in many mobile and pop-up location creative for Sprint. First launching the HTC Evo, then the EVO 3D throughout malls in 20+ locations throughout the US. Then in airports. Then with mobile vehicles that hit a variety of events.
There’s a science and a knowledge for drawing people into a space, getting them engaged, and making a difference in a variety of processes in their purchase decision tree. And an experience needs to hit a variety of these customer needs without focusing on just “awareness.”
For example, our branding for the mall tours included key messaging on the floor and the tops of the kiosk because we know that for people on the upper levels of the mall, looking down, would be able to see key messages to drive awareness. Then, as people got close to the display, the ability for a touchscreen to help tell a story so they could explore on their own without any Brand Ambassador pressure was critical to amplify consideration. Then, the Brand Ambassadors would let them hold the new devices to encourage the customers move from consideration to intent and guiding them into the purchase portion of the model.
Our designs and builds were used in both Malls and Airports to promote new devices and Sprint subscription plans.
Mobile Tours were designed to be set up and torn down in a few hours to maximize their reach.
Our Mobile Experiences included using tech such as Spheros to let kids play while their parents learned about Sprint offerings.