Cricket Turns its Mobile Units Into Stores on Wheels
In an industry that thrives on creating disruptive experiences, Cricket Wireless offered a textbook example through its Smile Trucks campaign. With its sights set on upsetting the competition while driving consumer consideration and, ultimately, sales, the brand leveraged a fleet of “Smile Trucks” (drawing from its “Something to Smile About” slogan) that made stops in 11 hyper-targeted markets. The experience exceeded the expectations of organizers and consumers alike, ultimately earning the brand more than 19 million impressions.
With two demographics in mind—the underserved consumer and the local community—the brand transformed its trucks into “Cricket stores on wheels” aimed at making consumers feel that their business was valued (something larger wireless providers often overlook). Each vehicle featured device displays, a sales counter, heavy doses of the brand’s signature green color and two floor-to-ceiling windows that represented Cricket’s commitment to conducting transparent transactions.
On-board engagements included an inflatable cash-grab machine and a custom digital gaming station—both offering premium prizes to top participants—meant to simultaneously educate and entertain attendees. Each truck was also equipped with a three-person team of brand experts who distributed retail flyers to entice consumers to engage with the brand post-event.
After 39 weeks touring the country, Cricket racked up nearly 14,000 new phone activations and engaged over one million consumers. Something to smile about, indeed.