Cricket Wireless Will Press Your Saved Voicemail Onto an Actual Record
A one-day pop-up in Dumbo let Cricket Wireless customers turn a voicemail they'd been hoarding into a vinyl record, trading a phone-storage problem for a shelf-worthy keepsake.
Cricket Wireless sponsored a pop-up event called "Vinyl Voicemails" at Vinyl + Thread in Dumbo, Brooklyn, letting attendees bring in a saved voicemail and leave with it pressed onto an actual playable record. The one-day activation ran from 11 a.m. to 4 p.m. and was free to attend with an RSVP.
It's a smart target for the stunt: everyone has that one voicemail they can't bring themselves to delete, a dead relative's message, an old partner, a kid's first phone call, and most phones treat it as a storage problem rather than an artifact worth keeping. Cricket is betting that turning it into a tangible object people can display solves a real emotional itch that a prepaid wireless carrier doesn't normally get credit for noticing.
It's also a low-cost way for a budget carrier to borrow some premium-brand warmth. Cricket doesn't have the marketing budget of its parent company, AT&T, so a one-day, highly shareable experiential stunt in a trendy Brooklyn neighborhood does more for brand sentiment than another round of discount-plan ads ever could.
Source: NYC for Free
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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