LITTLE ROCK, Ark. - Alltel Wireless, America's largest network, has launched a fully integrated advertising campaign to support the company's exclusive "My Circle" feature. The new campaign, called "Sales Guys," is an evolution of the popular "Icons" spots created by Campbell-Ewald (Detroit) that debuted earlier this year.
"Sales Guys" represent four of Alltel's competitors who come together out of their frustration over the success of "My Circle." The campaign begins with traditional television, radio and print as well as event marketing, Hispanic advertising and interactive elements including online advertising and Webisodes.
The first national television advertisement within the "Sales Guy" campaign, entitled "Food Court," showcases the four employees on their lunch break discussing the impact of "My Circle," and concluding that they must to do something to "stop it." "Food Court" will air nationally on cable networks including MTV, TNT, ESPN, as well as on Univision and Telefutura affiliates and more than 350 local network affiliates in more than 60 DMAs.
The "My Circle" feature is exclusive to Alltel Wireless and is not offered by any other national carrier. "My Circle" allows Alltel Wireless customers to get unlimited free calls to and from the 10 phone numbers that matter most to them any time of day without the restrictions associated with nights and weekends. "My Circle" numbers can be any combination of wireless, home and office numbers located anywhere in the United States, regardless of local phone company or wireless carrier. These 10 numbers are in addition to customers' mobile-to-mobile calling community and do not require a special handset.
"We have had tremendous feedback on 'My Circle,'" said Laura Cook, senior vice president of marketing communications for Alltel Wireless. "This new integrated campaign continues the story of this category-changing feature and the impact it has had on our customers and on the wireless industry as a whole. These bold and entertaining ads are a fun way to further spread the word on how 'My Circle' enhances our customers' wireless experience."
The campaign also features an aggressive interactive component, which includes online advertising as well as a variety of light-hearted video and interactive experiences on select websites and on alltelcircle.com. A series of Webisodes on alltelcircle.com features Alltel's "Chad" visiting the "headquarters" of the competition and engaging in humorous dialogue as he tries to reach each wireless company's CEO to educate them about the benefits of "My Circle" and how they can now all be friends.
In addition to the brand's integrated "Sales Guys" campaign, Alltel Wireless is also leveraging its sponsorship assets with four NFL teams and 12 partner universities via aggressive event marketing platforms created to promote "My Circle."
Alltel's new "My Celebrity Circle" promotion gives Alltel customers the opportunity to add four of the game's top wide receivers - Arizona Cardinals' Larry Fitzgerald, Carolina Panthers' Steve Smith, Cleveland Browns' Joe Jurevicius and New Orleans Saints' Joe Horn - to their "Circle" of friends. Each player has a dedicated microsite on alltelcircle.com complete with exclusive content and weekly podcasts. Fans also have the chance to win prizes, including game tickets, autographed memorabilia and VIP treatment for themselves and their "Circle" of 10 friends. On campus at 12 of its partner universities, Alltel is executing its "My Own Game" program featuring college football personality Lee Corso that gives one student at each school the chance to win the ultimate college football experience - a college football game named in his or her honor and tickets to that game for the winner and the winner's "Circle" of 10 friends.
Alltel Wireless customers on select rate plans of $59.95 or higher can sign up for "My Circle" online at alltel.com/myaccount. Once registered, customers have the freedom to change their numbers online at their convenience as often as they like - for free.
New and existing customers can find out more about Alltel's exclusive "My Circle" feature by visiting their local Alltel Wireless retail store or by logging onto alltelcircle.com.
Alltel is owner and operator of the nation's largest wireless network and has more than 11 million wireless customers.