Sprint
Unlimited
Love
Concept and art direction.
The project
To build buzz for Sprint’s HTC EVO 4G LTE launch, we created the Unlimited Love Billboard, a Twitter-powered interactive installation in Times Square. The idea brought Sprint’s “truly unlimited data” positioning to life by turning “unlimited” into something personal: whatever you love, you can do more of it.
To prove a Times Square billboard can hold a personal conversation, we got one to reply to tweets with what to do in the city next.
People connected with the billboard by tweeting #evolove to @sprint and sharing what they love. Select tweets were answered in real time on the board with recommendations for where in New York City they could explore that passion. For example, a tweet about loving art could point you to current exhibits at MoMA, complete with location and walking directions.
The work
Sprint, Unlimited Love Billboard
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