SPRINT | IN-CINEMA / MOBILE EXPERIENCE
In the spirit of “any brief can turn into something,” Sprint asked for an in-theater “Quiet Please” ad, which led to a pioneering way to merge the power of Social, Film, and Phone to create an entirely new cinema experience.
If your phone could truly "sleep," what would it dream? For Sprint's new interactive cinema experience, we posed this question to moviegoers and encouraged them to turn off their mobile devices in exchange for a customized, mobile "phone dream."
The experience begins with a PSA that directs people to text the word "dream" to 60602 before putting their mobile phone to sleep or shutting off the device.
When the mobile phone is "awakened" after the show, users will find a text-prompt asking them to opt-in via Facebook. After opting-in, users immediately receive access to a personalized video dream sequence revealing what their mobile devices have been “dreaming” about while sleeping.
The "phone dream" content is pulled from the moviegoers’ Facebook activity, photos, and interests, and the dreams can be shared via Facebook,Twitter, and other social networks.
