In a sea of high-cost post-paid carriers, Cricket Wireless originally made a name for itself as a lower cost alternative.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.
Share key service benefits through an ownable platform that reinforces Cricket Wireless as the network that gives consumers "Something to Smile About."
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.
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
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
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
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