September 25, 2009

Sprint Reaches NFL Fans Through Creative Forms of Marketing Outreach Efforts

Campaigns Highlight Any Mobile, Anytime Feature of Everything Data Plans and Sprint's Exclusive NFL Mobile Live Application
OVERLAND PARK, Kan., Sep 25, 2009 (BUSINESS WIRE) -- Sprint (NYSE:S) is leveraging its relationship with the NFL as the league's official telecommunications provider to promote the new Any Mobile, AnytimeSM, a feature of Sprint's Everything Data plans, along with its exclusive NFL application - NFL Mobile Live - via marketing campaigns that will appear in broadcast, online, print and out-of-home.

Beginning Sunday, Sept. 27, Sprint will begin running an NFL-themed TV spot introducing NFL fans to Any Mobile, Anytime with a creative spot that shows people in NFL jerseys using their phones in a multitude of ways. Small groups of people appear in different settings living in a bubble, which represents the limitations of calling on one carrier's network or calling circle. But one person breaks out of her bubble at the beginning of the ad and begins contacting whomever she wants, regardless of the bubble or calling circle. That's freedom.

With Any Mobile, Anytime, Sprint customers get unlimited mobile-to-mobile calling from the Sprint Network to any wireless phone on any U.S. wireless carrier network at any time. Television ads will appear along with Sprint's current lineup of NFL Mobile Live-specific spots during the pregame shows and during game broadcasts on CBS, Fox and NBC.

The NFL-themed advertising is consistent with Sprint's other Now Network campaign, which features up-to-date facts and figures about how people are using their mobile devices. Other Sprint ads are promoting the exclusive NFL Mobile Live application and will run in television, radio, print and online throughout the 2009 NFL season. Online ads are running on sites such as NFL.com, Yahoo.com, Foxsports.com, NBCSports.com, ProfootballTalk.com, SBNation.com, Fantasy Sports Ventures and CBSSports.com. Additionally, there are team-specific radio and print ads that will appear in select markets, along with team-specific outdoor signage that appears at select NFL stadiums.

There is also a microsite where fans can go to get more information about NFL Mobile Live (www.sprint.com/nfl). The site has a similar look and feel as the advertising with facts or information about NFL Mobile Live attached to a "blown apart" image on each page - one a stadium, one a fan, and one an NFL player.

In addition to traditional TV spots, Sprint is doing TV network-specific integration with NFL Mobile Live advertising enhancements and integrations appearing on CBS, Fox and NBC. Details include:

NBC "Football Night in America" pre-game show integration

  • Bob Costas interviews a personality. The interview opens with a lower-third Sprint Sunday Now graphic.
  • Sprint Sideline camera features a graphic with tickers running on the lower-third of the screen and highlighting miscellaneous facts about that night's game and the NFL Mobile Live application.

Fox pre-game show integration

  • Sprint "widgets" run in an L-shaped graphic and fill part of the screen while Fox's studio personalities go around to stadiums nationally for that week's games that are nearing kickoff.
  • The L-shaped graphic includes Fox-specific messaging along with other fun facts about NFL Mobile Live and tailgaters preparing for the game's kickoff.

CBS halftime show integration

  • Sprint NFL-themed "widget wall" and voiceover opens and closes the show.
  • Sprint-branded ticker and set graphics appear during the show.

NFL Mobile Live

Only from Sprint. Only on the Now NetworkTM - America's most dependable 3G network(1) - can fans get the instant gratification that NFL Mobile Live provides, including:

  • live radio broadcasts of every regular-season NFL game.
  • a live telecast of NFL Network.
  • live telecasts of all eight games televised by NFL Network beginning Nov. 12 when the Chicago Bears face the San Francisco 49ers.
  • a bevy of on-demand video highlights, including Sprint "Can't-Miss Plays," where fans can vote for their favorite of the top three plays each week of the season to be entered into the Can't-Miss Plays sweepstakes and a chance to win one of 17 trips to Super Bowl XLIV.
  • a "send to a friend" link that allows customers to send "Can't-Miss Plays" and other video highlights from their Sprint phone to other Sprint video-enabled phones.
  • real-time text alerts when players or teams score, including video alerts.
  • injury reports and breaking news with updates from ProFootballTalk.com.
  • the latest team-specific information with blogs for all 32 NFL teams courtesy of SBNation.com.
  • statistics and player bios.

One of the most popular applications from Sprint, NFL Mobile Live reached 1 million downloads more quickly than any other application in the company's history during the 2008 season. More than 1.5 million users have downloaded the application, and usage has nearly tripled since the 2008 season. NFL Mobile Live drives more usage than any other downloadable application Sprint offers. Sprint subscribers can download NFL Mobile Live by texting NFL to 7777 (standard text-messaging rates apply). More information is available at www.sprint.com/nfl or www.nfl.com/mobile.

Any Mobile, Anytime

Any Mobile, Anytime makes it easy for individuals and families to cut the cord and save money. Starting at just $69.99(2), Everything Data plans offer the best value in wireless, with the new Any Mobile, Anytime voice feature on top of all the unlimited messaging and data features customers want for one low price. Everything Data plans include unlimited text, picture and video messaging, and unlimited data services, such as e-mail, Web browsing, social networking, GPS navigation, Sprint TV, streaming music, exclusive NFL Mobile Live and NASCAR Sprint Cup Mobile applications.

Wireless-centric families will find Everything Data Family plans with Any Mobile, Anytime especially beneficial. For example, at $42.50(2) per person, a family of four can get unlimited wireless for each family member. That means unlimited messaging and data, and now unlimited calling, to any of the more than 250 million wireless customers in the United States at any time, for each member of the family.

About Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two wireless networks serving almost 49 million customers at the end of the second quarter of 2009; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The company's customer-focused strategy has led to improved first call resolution and customer care satisfaction scores. For more information, visit www.sprint.com.

(1) "Dependable" based on independent, third-party drive tests for 3G data connection success, session reliability and signal strength for the top 50 most populous markets from January 2008 to May 2009. Not all services are available on 3G, and coverage may default to a separate network when 3G is unavailable. Coverage may not be available everywhere. Customers should refer to sprint.com/coverage for details.

(2) Prices exclude Sprint surcharges and taxes.

SOURCE: Sprint

Media Contact:
Dave Mellin, 720-840-4788
Kathleen Dunleavy, 310-709-3689

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