Sprint takes Frobinson family on a road trip

Sprint introduced the Frobinsons to promote their new friends and family plan earlier this year, recreating a hugely popular Japanese Softbank campaign for an American audience with Figluilo & Partners — replete with a talking Hamster dad, Tom, his equally odd human family and an assorted bunch of friends and extended family.

“We call [Tom Frobinson] our hero — so we definitely want to increase his likability,” said Cristin Jordan, vp of social content at DigitasLBi, of the campaign’s hamsterstar.

This is the first brand tie-up for Roadtrippers, the Web and mobile platform that streamlines the travel experiences of discovery, planning, booking and navigation in one spot, and that is one of the fastest-growing travel startups. According to SimilarWeb, it gets approximately 3.4 million unique monthly visits and, according to the company, is growing at a rate of approximately 29 percent month-on-month.

“It’s not just about getting from point A to point B, it is also about planning the cool things to do along the way,” said Josh Green, the business development lead at Roadtrippers. “We have a database featuring a curated list of half a million places — offbeat, local, mom-and-pop, divey, fun and whacky places, which is perfect for the Frobinson family.”