In connecting our insights with Sprint’s objectives, we recommended that we do something unique – allow fans to help us create the Next Great Hero. This interactivity would live across all major platforms, including primetime television, the internet, and exclusively on Sprint phones. There were three distinct phases, all with unique components to increase stickiness and data usage on Sprint phones.

In Phase One, consumers were driven via podbusters within the show Heroes, as well as other NBC programming, to vote at a branded microsite or on Sprint phones on various character and personality traits of the next great hero. In Phase Two, fans chose between two finalists, Santiago and Audrey. The chosen hero, Santiago, arrived in Phase Three. The four-part series (approx 25 minutes in total length) looked and felt just like the prime time show. It had special effects, was written in conjunction with the show, and produced by Mindshare Entertainment.

The program engaged fans on a never-been-done-before level, harnessing fan energy to create the first “fan-generated hero.” Here are specific aspects of the project’s success:• Exceeded brand engagement goal by delivering more than one million votes for the new hero.• Delivered 10-plus million unique views of the branded content – similar numbers to a popular television programme.• Content posted on 73 blog sites reached unique audience of nearly 13 million.• TV podbusters achieved the highest breakthrough and branding scores in the wireless category, delivering Sprint’s highest brand metrics ever.• Sprint’s Heroes advertising performed 18% better compared to other primetime programming.