Sprint determined that console gaming was the effective way to connect with its age 18-34 target:• 64% play video games• Spend 10+ hours a week playing• 4 x as likely to say that video games are their primary entertainmentSprint began to explore programmes with Xbox, as the community-based space would allow the brand to offer additional value through exclusive content to its 20m+ members, and the two partnered to develop a game, 1 vs. 100, for Sprint.

The free game, courtesy of and sponsored by Sprint, is the first-ever primetime gaming programme. Conducted by a live host, Sprint’s 1 vs. 100 allows participants to play trivia challenges for prizes each night, during primetime hours only. Instead of watching game show contestants, viewers become game show contestants. Sprint’s 1 vs. 100 has revolutionised game shows, and embodies the meaning of Sprint’s NOW message: fast, new, immediate gratification…NOW.

Sprint’s groundbreaking, first-of-its-kind Xbox programme led to landmark brand results, shattering the ceiling for gaming advertising in an unprecedented manner while paving the way for the merger of television and video games.

Post-action rates highest in brand sponsorship history:• 32% of players visited Sprint.com • 30% went online to research Sprint• 19% visited Sprint storesBrand ratings were significantly lifted by 85% • Target 72% more likely to consider switch to Sprint after exposure• 79% more likely to recommend Sprint to someone • 53% were more positive about Sprint after exposure