A combination of cell phones, cars, and a contest yielded gold for Boost Mobile and mobile community provider AirG. They received 1.5 million contest entries for an ad campaign with West Coast Customs, a car customization company.
For those of you who don’t know, Boost Mobile is an MVNO (Mobile Virtual Network Operator), a small carrier that operates by renting bandwidth from a big carrier, in this case Sprint Nextel. Other examples of MVNOs include Helio, Virgin Mobile, Amp’d, Disney Mobile, and the now-defunct Mobile ESPN.
1.5 million hits for a cell phone campaign are significant by any measure. But in this case they’re doubly important because Boost Mobile only has 3.8 million subscribers total, meaning that this contest really resonated with their youth-oriented customer base.
Getting The Target To Talk Back [MobileInsider (subscription required)]