Gail Chiasson, North American Editor
Outcast, Santa Monica- based fuel television network, and Cricket Communications Inc., San Diego-based provider of wireless services, have launched a new marketing campaign that will target consumers at the gas pump and direct viewers to the nearest location where Cricket products are sold.
The Cricket campaign runs at the gas pump on Outcast’s PumpTop TV, which reaches on-the-go consumers in the top 67 DMAs throughout the country, including gas pumps from their partner, Gilbarco Veeder-Root.
Cricket’s ‘Your Call’ marketing campaign highlights Muve Music, an unlimited talk, text, web and music download plan for consumers. Viewers at the pump see a 15-second spot followed by a five-second personalized map, only available at Outcast-outfitted stations, that directs the viewer to the nearest retail location where Cricket products can be purchased.
“Our on-the-go audience spends $9 billion annually on handset and cell phone bills and represents some of the heaviest users of mobile products and applications,” says Nathan Gill, chief revenue officer forOutcast. “As such, we’re thrilled to promote Cricket’s attractive unlimited mobile plan to our audience of mobile power users. The proximity of our network to major retailers not only enables us to promote the offer, but also to drive each consumer to the nearest Best Buy location.”
The Cricket campaign targets busy, active consumers at the pump. According to the GfK MRI 2011 study, Outcast’s active audience spends 24% more on their cell phone bills per month than the heaviest TV viewers, and they are 146% more likely to own a smartphone.
“Partnering with Outcast allows us to reach busy on-the-go consumers that can’t be reached solely through traditional broadcast advertising,” said Jaime Vasquez, vice-president marketing for Cricket. “Outcast has proven to be an extremely effective platform that complements our broadcast campaign, increases our viewership and provides relevant and targeted information for our audience.”