WHERE YOU AT? L.A.

BOOST MOBILE - WHERE YOU AT? L.A.

In the hyper-competitive pay-as-you-go mobile phone category, customer loyalty is nearly non-existent and brands are often only as successful as their latest offer. Looking to break-free of the price wars, last summer we relaunched the Boost Mobile brand, returning to our hip-hop roots with the original “Where You At?” line. At the same time, we wanted to remain price competitive and looked to highlight unlimited music streaming as a key offer in this return to hip-hop movement.

So how did we highlight unlimited music streaming and Boost’s return to its hip-hop roots?

We partnered with Murs, an influential hip-hop artist from LA, to host a series of shows featuring the best of LA's underground hip-hop scene. The shows were shot and live-streamed entirely from Boost Mobile phones and broadcast on Facebook Live for all our fans to follow along with. 

Interaction with our content was beyond anything we could have projected. We redefined our client's expectations on social, smashing all previous engagement metrics which in-turn recalibrated Boost content relevance in the Facebook algorithm, a value of 10x our campaign investment. 

But that wasn't all, we also challenged Murs to break the world record for the longest rap marathon. And like the shows, we streamed it live on Boost’s social channels so fans could follow along and support Murs in his efforts.