"Unlimited Love Unlimited EVO" is Sprint’s latest campaign showcasing the evolution of the EVO smartphone on Sprint’s 4G LTE network with the "Evo Live" spot above.
The national TV commercial is a love song from EVO fans, featuring a 130-person “mobile chorus” recreating American alternative rock band Wilco’s hit song I’m Always in Love, using nine music-making mobile apps and featuring the phone’s camera technology, audio and voice quality enhancements and kickstand on the back of the phone.
“The creative for this campaign evokes an emotional response from the viewer,” said Caralene Robinson, vice president-Brand Strategy and Marketing Communications-Sprint. “The HTC EVO family of phones has a loyal following with millions of fans. They love their EVO devices.”
A “Win What You Love” sweepstakes on Facebook asks, “What do you love the most? Tell us, and you could win an experience of a lifetime from Sprint, the only network with truly Unlimited data.” Winners could receive a year’s worth of movie tickets or free concert events, with one grand prize winner, and 40 additional runners-up will win HTC EVO 4G LTE devices.
Fans in New York City can have their tweets featured on a digital billboard in New York’s Times Square. “The Reuters board will tell them where to find it in New York. For example, Tweet "I love modern art #EVOLOVE" and @sprint will Tweet back to the board a suggestion to visit MOMA. In addition, the board will highlight the key EVO 4G LTE features,” said Dave Marsey, Group Director of Media, Digitas, part of the creative team along with Leo Burnett.
HTC EVO 4G LTE is built on Android 4.0, Ice Cream Sandwich, integrated with HTC Sense 4. Features include a 4.7-inch HD display, 1.5GHz dual-core processor, large 2,000mAh embedded battery and dual-cameras (8-megapixel rear-facing and 1.3-megapixel front-facing) with rapid-fire continuous shooting capability. It is Sprint’s first device with HTC’s Authentic Sound experience integrating Beats Audio across the entire phone experience, playing music, streaming video, watching a movie or YouTube video or gaming.
The Sprint 4G LTE network will launch in Atlanta, Baltimore, Dallas, Houston, Kansas City and San Antonio mid-year.