Boost Mobile Launches Reality TV-Style Battle for Spokesperson

New Boost Mobile advertising campaign puts the choice of Boost’s new spokesperson in the hands of the people

IRVINE, Calif. (BUSINESS WIRE), May 28, 2014 – Boost Mobile and celebrity ‘coaches’ Ice-T and Luis Guzman kick off Boost Mobile’s “Spokesbattle” today, a humorous, interactive, reality TV-style campaign that puts two people against each other and lets consumers vote to determine who will be the next Boost Mobile Spokesperson.

Created by 180LA as a play on popular reality talent competitions, the campaign invites Boost Mobile’s fan base to participate in the process while creating awareness for Boost’s recent launch of both the Samsung Galaxy S 5 and Monthly Unlimited Select, a trio of unlimited talk, text and data¹ pricing plans starting as low as $40 per month. The competition starts this week and people can cast their votes at www.boostmobile.com/vote until July 7. Boost Mobile will announce the winner later that month. Click here to download images.

“Boost Mobile believes our hard working consumers deserve a choice. We re-designed our monthly unlimited plans to give consumers the flexibility to pick the best plan that fits their needs, and pick the phone they desire,” said Angela Rittgers, vice president, marketing, Boost Mobile. “While we were developing the creative concept, instead of the normal process of casting a spokesperson, we said why not prove what we believe in by putting the power of that choice in the hands of the consumers. That was the genesis for ‘Spokesbattle’.”

The campaign was directed by Jake Szymanski, who is known for his directorial work with Saturday Night Live and Funny or Die, as well as the recently popular Durango ads featuring Will Ferrell as Ron Burgundy.

Ice-T and Guzman flew to Los Angeles for a day of unscripted shooting where they put the contestants, Ana Parsons and Gentry White, through their own brand of rigorous improv coaching to prepare for “Spokesbattle.”

“So many brands talk about giving their customers a choice, but Boost Mobile wanted to do it for real,” said 180LA Creative Director Carl Corbitt. “We really lucked out with Ice-T and Luis and two amazing contestants, one of whom could potentially get their big break as a bona fide spokesperson.”

In addition to a :30 TV spot, Boost Mobile created various web videos to show the range of performance of the two talented contestants and help fans make their decision. The campaign will be brought to life across multiple consumer touch points such as TV, digital and various social media channels. The :30 TV spot will air on more than 20 networks including AMC, Adult Swim, E!, MTV, BET, Fuse and FX.

Contestant Bios

GENTRY: Gentry White is a North Carolina native living his dream in Los Angeles. He brings many talents to the competition including singing and doing splits. If he were to win Spokesbattle, the first thing he would do is fly his grandmother and aunt to visit him in sunny southern California.

ANA: Ana Parsons was born in the Philippines and raised in Santa Barbara, California. When she’s not sending novella-length texts to her friends, she’s doing everything she can to give back to the world. That and being awesome. If she could choose a super power, it would be ‘power mimicry,’ which is the ability to absorb another’s power or skills. If she were to win Spokesbattle, she’d buy her dad anything he wants.

Other benefits of Boost Mobile’s wireless service include access to:

• the popular Boost Mobile Wallet, a mobile solution that provides Boost Mobile Android^™ and iPhone^® customers with a cash-based vehicle for accessing cost-effective financial services
• new International Minute Packs, so customers only buy what they need for international calling
• add-ons including International Connect, Handset Insurance, and AirG

Boost Mobile, recently recognized by J.D. Power as “Highest Satisfaction with the Purchase Experience among Non-Contract Wireless Providers²,” redefines value for wireless consumers with no long-term contracts on the Nationwide Sprint 4G LTE Network, reaching more than 225 million people and with no long-distance fees.

¹ Plans include 3G/4G LTE high-speed data allotments applicable to monthly plan. Video streaming may be limited to 3G speeds. When monthly usage exceeds applicable data plan allotment, data speeds (including video) reduced to 2G speeds for reminder of plan cycle.

² Boost Mobile received the highest numerical score among non-contract wireless providers in the proprietary J.D. Power 2014 Non-Contract Wireless Purchase Experience Study^SM-Vol. 1. Study based on responses from 4,468 consumers measuring 7 non-contract wireless providers and measures opinions of consumers who purchased a wireless product or service within the last 6 months. Proprietary study results are based on experiences and perceptions of consumers surveyed July-December 2013. Your experiences may vary. Visit jdpower.com.

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