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Sprint's Evo First 4G Smartphone On The Market

Ad Age, Thursday, June 3, 2010 10:44 AM

No. 3 wireless carrier Sprint last night launched a campaign for Evo, the first smartphone to run off of its 4G network. No. 1 carrier Verizon and No. 2 AT&T are still developing their high-speed networks; Sprint's head start could bolster the brand after years of technical and customer service problems, Kunur Patel reports.

A spot from Goodby Silverstein & Partners called "Firsts" positions Evo as the latest technological marvel in a long line of innovations from the wheel through the space shuttle and mobile phones. "To really differentiate from every other product launch out there, we had to emphasize the strategy of firsts," says Sprint vp-corporate marketing Mike Goff.

The campaign will include newspapers and magazines, outdoor, online, and experiential marketing. A social-media component enables users to post their firsts on the Evo to social networks; they will earn Foursquare-like badges for being the first person to do such things such as being the first to upload a video of a baby's first steps.

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