Sprint is extending its quirky Frobinson family “framily plan” campaign with travel-planning startup Roadtrippers, which will play host to the adventures of the fictional family as it roadtrips across the country in an RV.
The experiences along the way will be documented through Tom Frobinson’s Twitter handle @TomFrobinson, Sprint’s handle @Sprint, Roadtrippers’ handle @Roadtrippers as well as Facebook. Additionally, Roadtrippers will also help deliver travel inspiration to other American “framilies” through social media updates, interesting stories and a cross-country road trip on the family’s homepage blog.
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.”
-
U by Kotex believes normalizing periods will help it reach millennials, Gen Z
U by Kotex is looking to continue with recent streaming ads, digital spots, banner ads, shopper marketing and influencer partnerships focused on “Normalizing Periods.”
-
How the push for anti-‘woke’ advertising could create controversy for brand startups
As some push back on inclusive marketing, startups with more to lose sound off.
-
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
-
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
