Collage of animated characters representing a cheerful outdoor park scene with signs for 'Hello,' 'Cricket Nation,' 'Stress Less Smile More,' and 'Rose Land,' featuring various colorful, whimsical creatures and people
Animated characters from the cricket wireless commercial in a park, including green characters, blue characters, and others engaging in various activities like holding balloons, sitting at stalls, and waving.
Colorful cartoon cricket characters in a park scene holding a 'HELLO' sign, some with green beanies, in front of houses and trees.

Find The Cricket Character Campaign

Strategic Challenge

Create buzz around Cricket's new $15 rate plan launch while driving broad awareness and social participation in a crowded telecommunications market.

TASK

Develop an engaging social media campaign that would generate excitement about Cricket's new affordable $15 rate plan with 1GB of data, while creating a memorable interactive experience to encourage community participation.

Action

Implemented multi-platform social media strategy with:

  • Instagram Grid Takeover - Created an innovative 9-day "Find the Cricket Character" puzzle that transformed Cricket's Instagram feed into an interactive scavenger hunt

  • Platform-Optimized Experience - Developed a "Where's Waldo" style game where followers searched for Cricket characters 

  • Cross-Platform Amplification - Extended the puzzle campaign to TikTok, X, and Facebook with customized content for each platform

  • Community Management - Engaged with followers through real-time hints, encouragement, and interaction that drove deeper participation

  • Strategic Reveal - Connected the puzzle resolution to the new $15 plan launch, with the number of characters (15) matching the new plan price

Results

  • Successfully generated excitement and awareness for Cricket's new $15 rate plan through an innovative interactive campaign that transformed a standard product announcement into a memorable social media event. The campaign significantly increased visibility of the new affordable plan option while reinforcing Cricket's fun, approachable brand identity through the creative use of their character mascots.

    • Generated 1.4M+ impressions across platforms

    • Maintained 2.24% average engagement rate (significantly above industry benchmarks)


Partners & Credits

Results accomplished in partnership with:

  • Agency: Mekanism

  • Liz Bodero, Cindy Rozier

  • Character Development: Argonaut (Cricket's characters including Dante)

Services

  • Strategic Campaign Development

  • Cross-functional leadership

  • Integrated Marketing

  • Social Media Marketing

  • Social Media Strategy

  • Social Media Content Creation

  • Community Management

  • Cross-Platform Integration

  • Interactive Campaign Design

  • Product Launch Support

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