Cricket trying viral promotion in Tennessee

Cricket. They hit some hard times last quarter, missing their subscriber forecast and seeing churn jump by over a full percent. I spoke about this on the Prepaid Podcast. The fourth quarter is typically better for cellular carriers, and with cheaper plans, new phones, and wider distribution, Cricket is hoping to do well. They’re taking another step, too: viral promotion. They have plans for an event in Tennessee that could spread their brand to thousands of potential customers. To promote the brand, Cricket will “drop” 2,500 wallets over two days in Nashville, Franklin, Clarksville, and Murfreesboro, Tennessee. Inside the wallets, which are branded with the Cricket logo, will be certificates for free cell phones and accessories, American Express gift checks fro $25 to $500, and even a chance to win $1,000. The cell phones will come with a free month of Cricket service, too. It’s an interesting tactic, and if it works we might see Cricket do this in other cities. It gives people something unexpected for free. Those who already have cell phone service have nothing to lose by redeeming a free phone and trying Cricket for a month, and that can be an opportunity to pull customers from other carriers. People will also remember the name Cricket if they get free money. Cricket will “drop” the wallets from midnight to 9 a.m. on Thursday in Nashville and Franklin (so they’re already out there), and then at the same times on Friday in Clarksville and Murfreesboro.]]>