Please keep your hands inside the moment at all times
The concept of now can be a zen-like experience. In this “website” (in quotes, because I’m not quite sure what to call it) from Sprint, now washes over you like a trance.
Drone-like music, punctuated by an attractive android voice that every so often, has some cryptic metaphysical statement:
“It is currently now in all time zones”
“How about a big bowl of now”
“All aboard the now machine”
“This point in time will self-destruct now”
Sprint certainly has a sharp marketing team, as evidenced by the website above, and this clever, infographic-intensive TV spot for their 4G network, the Now network. I mean, the commercial mentions Twitter, which I’ve never seen in any brand’s national TV campaign. That alone is some kind of savvy, as evidenced by the commercial itself saying 26% of the people watching it don’t know what Twitter is.
After John Keenan’s talk on wireless technology this week, I realized there’s this whole backstory to emerging technology that’s playing out among the big telecommunications giants. We, the end-user consumers, have no idea what’s at stake, who can win and who can lose, depending on how new technology is managed and distributed.
Now that I know more about this technology backstory, it’s interesting to see how the major players (Verizon, AT&T, Sprint, T-Mobile) are approaching their advertising campaigns. I’m going to keep my eye out for those who are marketing to the power of the technology (robust networks, fancy phone hardware) and those who are marketing to more immediate consumer needs (price and minute value, “Fave Fives” social networks, games).
Also, can somebody tell me whose job it is to design a website like Sprint’s now? I want that job!
Buckle up and enjoy the millisecond!
*EDIT: Just configured my iGoogle page (thanks to Danny). It’s basically like the Sprint NOW page…