Idea: Interrupt the fear of missing out (fomo) cycle that keeps everyone constantly checking into their digital lives and shortchanging the people they are presently with.
Sprint: For A Stronger Connection
App, Print, Digital, OOH
Meet Phonecheck. Phonecheck is at the heart of this campaign.
Phonecheck is an app that functions like a coat check,a digital one, but for your phone.
Moviegoers create an account.
Check-in to their local movie theater.
And hand their phone over to Phonecheck, which shuts off their phone.
For every minute the phone stays shut off at the movie, the participant earns a point.
With frequent trips to the movies, the points really start to add up. Leader boards keep tabs of who's on top at local cinemas.
Finally, points can be redeemed for movie-experience rewards (popcorn, candy, drinks, ticket discounts) for not only you, but also a plus one (perhaps a friend, a new love, maybe your mom on Mother's Day) so you keep building stronger connections with the people you are with.
Phonecheck is launched as if the app were an actual movie (Afraid of Missing Out?) appearing in theaters soon.
The trailer actually serves as a PSA for shutting off your cellphone before the movie featured. With zero budget and lots of ingenuity, our team was able to lift our trailer concept off the story boards. A very proud moment for us.
The campaign will partner with movie ticketing services, such as Fandango, to continue to drive app downloads.
Phonecheck can be downloaded by texting a phone number to receive a direct download link.
Or, the app can be obtained by visiting Phonecheck.com
The microsite mirrors some of the functionality of the app, where participants can see their points, check the leader boards or redeem rewards.
CW: Dave Graddick
AD: Vinh Tran, Aaron Branch, Diego Saenez
Winning Pitch, Leo Burnett, Intern Project