To promote the fact that only Sprint offers unlimited data, we created an unlimited audience-participation campaign of epic proportions. The 'All. Together. Now.' campaign encouraged people to use their phones as much as they wanted, to make cool stuff happen together. Every piece of communication, from TV spots to online ads to outdoor boards, was another chance to commit a 'random act of togetherness' by calling, texting, posting and sharing stuff infinitely. Together, we wished a happy 100th birthday, rooted for underdogs, renamed a band, helped a guy cut his hair, and spread unlimited greetings from New York, among other things. In all, there were 6.3m participatory actions taken.

The campaign launched with a television spot that gave people the real e-mail address and phone number of Veatrice Henson, a woman about to turn 100 years old. At the same time, people were directed to a hub site online that tracked her birthday wishes in real time. The site also provided other “random acts,” such as a “Like” drive for a sad potato, and a sequel to the viral hit “Double Dream Hands.” Print, banner ads and outdoor also launched in the first few weeks of the campaign. A YouTube takeover launched shortly after, inviting people to help rename a good band with a bad name. The entire campaign ran for several months, with new “random acts” added along the way to keep it fresh.

By the end of the campaign run, there were 6,186,975 participatory actions taken. 'Double Dream Feet' (the sequel to 'Double Dream Hands') racked up 4.8m views. Over 600,000 people wished Veatrice a happy birthday with calls, texts and e-mails. Facebook and Twitter pages received 700,000 impressions. Total responses to the campaign were equivalent to an additional 90,000 minutes (or 63 days) spent engaged with the brand. On the client side, Sprint received their highest 'Most Want to Investigate' score ever, and their churn rate (people leaving for other carriers) was the lowest in the company’s history. (Source: Sprint’s quarterly sales report)