For years, Sprint had been losing customers in Chicago due to an inferior network. So when Sprint launched their new 4G LTE network, we needed to do more than tell people about the new network. We needed them to try it.
We started by creating a series of challenges.
The challenges were posted all over the city.
As people shared their vision of Chicago, submissions were showcased.
Paul Octavious, a Chicago artist with over 475,000 Instagram followers, curated the submissions, narrowing them to 50 finalists.
Then, the people of Chicago voted to pick 10 winners.
The campaign culminated in a dynamic, interactive art installation at the Art Institute of Chicago featuring the finalists and ten winners titled "Chicago by Chicago" presented by Sprint.
People at the event could enter their Instagram handle, and have their own photos take over the installation for a few minutes. Giving them their own exhibit at the Art Institute of Chicago.
In the end, we didn’t just tell people about Sprint's new network. We challenged them to use our new network to create something truly unique: A self-portrait of Chicago, by Chicago. And it worked.
• 60,000 people participated
• Over 3,000 submissions
• New customers up 30%
Here's our case study video: