DNA Designs Action-Oriented Boost Site

NEW YORK DNA Studio has launched a new Web site for Boost Mobile to further support its pay-as-you-go wireless services aimed at the American youth market.

The site (www.boostmobile.com) lets consumers browse and purchase mobile phones and accessories and “re-boost,” or add minutes to their phones.

Targeted at 14- to 24-year-olds, the site reinforces the Irvine, Calif.-based mobile phone company’s focus on youth and entertainment by allowing consumers to text message friends online and download ring tones, wallpapers and games in color and black and white. It also emphasizes action sports, such as surfing and motocross racing, and Boost Mobile-sponsored athletes, like skateboarder Andrew Reynolds and BMX racer Allan Cooke.

To attract its youth-oriented audience, DNA created a Web site “filled with easy, online access to the features, activities and events that the brand’s young demographic enjoys most,” said John Moshay, president and CEO of the Beverly Hills, Calif.-based interactive shop. “We look forward to assisting Boost Mobile in becoming a national telecommunications brand.”

DNA, whose clients include Coca-Cola and Universal Pictures, among others, has worked with Boost since its launch last September, a client representative said. Steering the digital efforts at Boost is Seth Cummings, who replaced Mike McSherry this March as senior manager of Internet and wireless. Cummings previously was at Eyematic, an Inglewood, Calif.-based multimedia software company that caters largely to wireless providers

Boost is currently reviewing the creative portion of its general ad account. The client, a division of Nextel, is eyeing national expansion, which is one of the factors that prompted the review, sources said. Boost is considering the 11-month incumbent, Publicis Groupe’s Team One in El Segundo, Calif., along with WPP Group’s Berlin Cameron/Red Cell in New York and Omnicom’s TBWA\Chiat\Day, said sources. TBWA\C\D in New York picked up the creative portion of Nextel’s $150 million account in May following a review.

Boost, which launched its wireless services in California and Nevada last fall, spent $2 million on ads in 2002 and $3 million through April of 2003, according to TNS Media Intelligence/CMR. But billings could reach at least $50 million as the client extends its reach, sources said.