Cricket 5G Chair Phone Campaign

The Chair Phone concept was developed by Cricket's creative agency ARGONAUT to stand out in the crowded 5G messaging space. The physical Chair Phone was an actual functional device that could make calls, send texts, play music, stream video, and even function as a fog machine. Following WrestleMania XL, the Chair Phone embarked on a tour of Cricket Wireless retail stores around the country, accompanied by WWE talent, extending the campaign's reach and impact throughout 2024.

Strategic Challenge

Leveraging Cricket Wireless's WWE partnership and creating a multi-platform experience that extends beyond traditional advertising could transform an existing 5G network TV commercial into an engaging social media conversation.

TASK

Develop a strategic social media approach to maximize the impact of the Chair Phone TV spot that had already been filmed, creating anticipation, appointment viewing, and ongoing engagement that would transform a standard commercial into a memorable brand moment during WrestleMania XL in April 2024.

Action

Implemented social-first amplification strategy with:

Teaser Campaign - Created suspense by hinting at something big coming without revealing details, starting the week before WrestleMania
Appointment Viewing - Established a specific reveal time, encouraging fans to tune in like a television event
Livestream Unveiling - Orchestrated coordinated social reveal of the Chair Phone concept across platforms, timed with the commercial's debut on April 4, 2024
On-Location Content - Followed the sponsorships team to WrestleMania XL in Philadelphia where the actual Chair Phone, Chad Gable, and Otis were present
Extended Storytelling - Transformed a single commercial into a two-week campaign with ongoing content and fan engagement

Retail Integration - Captured content from the April 6, 2024 meet-and-greet with Chad Gable and Otis at a Philadelphia Cricket Wireless store

Results

Successfully transformed what would have been a standard commercial run only on traditional advertising channels into a social media event that generated brand love and meaningful engagement. The campaign demonstrated how strategic social media amplification can elevate existing creative assets and create conversation around technical features that would otherwise receive limited attention.
- Produced 53 strategic posts
- Generated 2.3M impressions across the campaign period (March-April 2024)
- Achieved 35.9K meaningful engagements
- Drove 1.25M video views across platforms
- Maintained 3.28% average engagement rate (significantly above industry benchmarks)
- Featured during WWE's "Countdown to WrestleMania XL" shows on Peacock
- Received feature coverage in marketing publications including Chief Marketer and Marketing Brew