Sprint – Paint the Town Yellow

Project Description

Sprint wanted to inundate Detroiters with their brand across the city. Always up to the challenge, the Brooklyn Outdoor team focused on identifying and integrating the Spring brand into the highest impact physical and digital spaces in the city of Detroit.

What We Did

Working closely with the Sprint team, we lead the development of a plan to capitalize on the highly visible digital and other outdoor assets at the height of the city’s summer festival calendar, most importantly the Freedom Festival – Detroit’s annual Independence Day fireworks celebration. Thousands attend and the Sprint Brand covered the downtown area with custom painted murals, public transportation wraps, and the Cobo Digital Spectacular. The Brooklyn team also collaborated with Sprint to develop a mobile asset. Festival attendees could use free wi-fi, conduct speed tests with Sprint vs. their current carrier, enjoy the photo booth, and use the Spring outdoor lounge and charging center.

The Results

Staying within budget constraints, this efficient plan for Sprint maximized exposure for their Paint the Town Yellow campaign and extended their reach across the Midwest as the Spring mobile asset made appearances at top local events in Michigan, Indiana, and Kentucky. From Ann Arbor’s “Arts Beats and Eats to the Kentucky Derby, Sprint collected email thousands of new customer leads through onsite email signup.

Project Details

  • ClientSprint
  • DateSprint came to Brooklyn Outdoor to help them find an all encompassing solution to their goal of "Painting the Town Yellow"