Sprint tries embedded video

Share this content:
Sprint tries embedded video
Sprint tries embedded video
The Offer: Sprint targeted large construction companies with a campaign that highlighted how the telecommunication company's NextMail service could benefit their business. Bronson Broockerd, Sprint's GM for direct, e-mail and mobile marketing, noted that technology's role in driving on-site efficiency is not often top-of-mind for construction managers. Sprint has used dimensional mailers for business-to-business messaging since 2007, but it added a 90-second embedded video for the first time in this campaign. 

The Data: Sprint's account managers, responsible for sales of the company's technology to enterprise construc-tion companies, target the mailer to contacts within the industry who have recently been promoted or transferred to a new company. 

The Channel: Sprint hopes the interactive mailer will drive in-person interaction with new customers. 

The Creative: Euro RSCG, which is responsible for Sprint's direct b-to-b work, handled the creative for the mailers, which launched this past fall. The creative's design is consistent with the white background Sprint employs for most of its pieces, according to Jennifer Wood, creative director at Euro RSCG. The shadow boxes gracing the interior keep the two-dimensional piece from seeming flat. The construction site manager featured in the video also interacts with the 2-D within the mailer. 

The Verdict: This might be the first embedded video in a mailer for Sprint, but that isn't the case for the rest of modern mail. I also don't understand the clean Apple-like layout. This is enterprise construction. There is some industry-specific language and even a burrito to try to reassure, but I wish there was a little more mess.

Loading links....
close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here