Mobile services firm Boost Mobile is debuting a multichannel marketing campaign, through agency Berlin Cameron, called Anthem 2.0, to sell music and mobile phones.
The new campaign includes a song that was created exclusively to promote Boost Mobile’s
latest pay-as-you-go handset, the Motorola i425.
The new song, by recording artists Jermaine Dupri, Young Jeezy and Mickey Avalon, is aimed at 12-34 year olds who are attracted to success.
“Youth today are pretty aspirational,” said Caralene Robinson, director of brand marketing and entertainment at Boost Mobile. “They think that they are celebrities and VIPS, so we chose to have artists who have successful careers to use these phones, to
relate to these aspirations.”
The song is available for download at www.boost.com as well as on the Motorola device.
To promote both the device and the song, Boost has bought ad space on MySpace, AOL Instant Messenger, TMZ.com and Perezhilton.com, as well as on retail sites such as eBay, Amazon and Advertising.com.
“The way our demographic consumes media has changed and we want to touch them in these places in an organic way, so we are buying ads in social media and on blogs,” said Robinson.
Anthem 2.0 is the second installment of Boost Mobile’s Anthem marketing campaign, which originally debuted at the MTV Video Music Awards in 2004. Boost Mobile has partnered with music video and film director Chris Robinson, who directed the first commercial, to direct the TV and online commercial for Anthem 2.0.
This year, the campaign uses 2D and 3D animations of the lyrics of the song, “It’s out there, I’m going to get it,” on the screen.
“The song ties into the ad, which encourages the viewers to go and get the phone,” Boost’s Robinson added.