Mobile break up songs

Sing your way out of a contract

A new online campaign from Sprint Mobile takes a direct musical hit at a number of its competitors. Visitors to the ‘mobilegoodbye’ website can create, watch and share a series of break up songs from a selection of hit tracks penned to their old carrier. Each track features a cover version with new lyrics performed by a karaoke duo.

The campaign, aimed at getting moblie users to switch to Sprint’s ‘Any Mobile, Anytime’ package, directly name checks Verizon, T-Mobile and AT&T. Say goodbye to T-Mobile to the tune of ‘Like A Virgin’ and Verzion to an impassioned reworking of Mr Mister’s ‘Broken Wings’.

The goodbye songs can be shared across various social networks such as Twitter, Facebook and MySpace. “Sprint is reaching out to new audiences and changing the conversation of traditional wireless advertising by launching these viral spots,” said Mike Goff, VP of national advertising, Sprint.

So What?: The campaign manages to soften its hard-line message via its tongue in cheek karaoke positioning. There’s something a little jarring about putting words into the mouths of consumers when it comes to their feelings towards other brands- especially when its positioned as a message to be shared. However, this campaign is done with such humour – and blatant straightforwardness – that it manages to pull it off.  The sonic touches utilised in simple mouse rollovers -  reverb on the speaker, strum on guitar, and piano keys on clicks – also help to soften any perceived hard edges and gently adds to the tactility of the experience.

“Aggressive marketing delivered with a (musical) smile, a campaign like this sinks or swims on the nuance of its execution. Thankfully for Sprint, the music is well chosen, the lyrics gently amusing, and the band likably ordinary. Doubly impressive is the way the site follows through with its core message, inviting visitors to switch operators there and then – while the karaoke duo look on expectantly.”
Jack Fryer, Strategist, FRUKT

www.mobilegoodbye.com