Phone Tag
In 2004, the “Where You At?†campaign distinguished Boost Mobile from other prepaid companies in the ultra-competitive wireless communications arena. Featuring hip-hop luminaries such as Ludacris, Kanye West, and The Game, these video-styled commercials promoted the brand’s walkie-talkie feature. This savvy, catchy, and engaging approach captured the imaginations and wallets of its urban audience in the coveted 18–34 demographic, with most users under the age of 26. At the time, this successful campaign was considered a no-brainer for the marketing arm of the no-contract division of parent company Sprint Nextel. In fact, Boost received “street cred†through an unexpected marketing push from the critically acclaimed HBO series The Wire. In the Baltimore-based show, Boost represented the wireless service the local crime syndicate used for drug trafficking.
