Money Mysteries

BRAND HISTORY

In a sea of high-cost post-paid carriers, Cricket Wireless originally made a name for itself as a lower cost alternative. With recent shifts in the industry and consumer landscape, Cricket needed to effectively communicate key service benefits  in a cluttered and competitive marketplace.

OBJECTIVE

Share key service benefits through an ownable platform that reinforces Cricket Wireless as the network that gives consumers "Something to Smile About."

STRATEGY

An original true crime mockumentary franchise, Money Mysteries, followed an amateur investigator, played by Maulik Pancholy (30 Rock), on a mission to uncover how his friends were suddenly able to afford the “extras” in life.

Money Mysteries positioned Cricket Wireless as the affordable carrier that enables people to spend money on the things they love.

THE CONTENT

RESULTS

Money Mysteries delivered on all KPIs
and exceeded performance benchmarks.

  • Viewers were 2x more likely to seek out information about Cricket Wireless 
     

  • 52% increase in brand consideration
     

  • Viewers were 2x more likely to agree
    that Cricket Wireless is innovative

     

  • 63% of viewers felt that Money Mysteries made them think of Cricket in a more positive way
     

  • 65% of viewers were interested in
    watching future episodes of
    Money Mysteries
     

  • 167% above Facebook engagement
    rate benchmark

     

  • Facebook engagement rate exceeded benchmark by 165%
     

  • Concert performed above benchmark across all metrics including Click-Thru-Rate, Interaction Rate, Hover Rate, and Attention Quality


 

Sources: Lieberman custom study, Facebook, Vox Media 

DISTRIBUTION

Activating a highly customized data-fueled distribution strategy, Money Mysteries reached
and engaged with A18-49 across the NBCU portfolio and beyond at scale.

 

Multi-platform distribution included:

 

  • Social posts with amplification from
    the NBC Facebook handle

     

  • Social posts from Maulik Pancholy's
    Twitter handle 

     

  • Premium digital inventory in NBC’s
    Full Episode Player and VOD

     

  • Custom designed Athena units for
    Concert powered by NBCU & Vox Media

     

  • Cricket Wireless full usage rights across owned and operated platforms