Max Borges Agency and Cricket Wireless was named the Gold winner of the Consumer Launch Campaign of the Year by Golden Bridge Awards for the virtual reality themed event activation supporting the Cricket Wireless’ partnership with GameStop and HTC. Max Borges Agency sent popular gamer influencers, Kevin Lasean and Papi G Funk to help increase awareness and build excitement around Cricket's gamer-friendly partnership with GameStop and HTC at the annual CTIA show. Influencers shared their Cricket booth experience of using the Oculus Rift, which allowed users to explore a virtual version of the Cricket/GameStop store - dodging Cricket characters along the way. Additionally, the influencers spoke extensively to the benefits of the partnership, helping spread the message about GameStop carrying the new, gaming-optimized HTC smartphones, and new trade-in policy, where customers have the option to trade in their their games for credit, in turn applying that cash value to new games, new phone, new Cricket plan or Cricket bill pay. Influencers used their social channels to publicize the event and partnership announcements to their audience - Cricket's target market.
The strategy allowed influencers to rally Cricket’s existing fans while garnering excitement and curiosity among Cricket’s target audience through a variety of videos, tweets and posts across social media.
The campaign garnered robust engagement and impressions across Cricket’s social channels. Results included:
- 196,223 Owned Social Impressions
- 25,260 Owned Social Engagements
By leveraging 3D gaming technology in conjunction with key partnerships with gaming influencers, MBA drove vital brand awareness across the target market of gamers who were not yet familiar with Cricket brand; fostering brand legitimacy and advocacy from the most trusted sources in gaming.
About Golden Bridge Awards: Golden Bridge Awards recognize companies of all sizes, from all over the world for their innovative and engaging approach to business.