A teaser campaign was launched in November 2005 to encourage young mobile phone users who might be thinking of changing their service provider or upgrading their gear not to miss the coming of Amp’d Mobile. How do you tell the immediate gratification youth generation that something new and amazing is coming their way? With a bold challenge: Try not to die, Amp’d Mobile is coming.

The Try Not To Die campaign used a variety of irreverent executions to generate excitement and buzz that Amp’d Mobile wasn’t just going to be another cell phone company, but rather, something totally different – a mobile entertainment company playing by a whole new set of rules. TV was launched on nationwide cable, print in national consumer magazines, online appeared on a wide range of youth-orientated sites revolving around music, sports, entertainment, gaming and shopping, while wildpostings and stunts were posted in three major cities: NYC, LA and Chicago.