Boost Mobile® customizes its products and services to meet the lifestyle needs of today’s active youth. Individual expression, convenience and entertainment features are all designed with the youth customer in mind. Special limited edition phones, ringtones, games and applications are all specifically selected to meet the brand position. Boost™ also is the only wireless service to offer Nextel’s nationwide walkie-talkie on a Pay As You Go basis, enabling today’s youth to communicate on their terms, at their own pace.
A key aspect of Boost Mobile’s branding and awareness strategy is the creation and sponsorship of world-class action and urban sports events, leading entertainment programs and other activities that inspire and entertain millions of youth. Boost has a stacked line-up this year including the sixth annual Boost Mobile Pro of Surf - the only ASP World Championship Tour event for surfing on the U.S. mainland, Boost Mobile Elite 24 - top 24 high school basketball players in the country compete at Rucker Park,Boost Mobile Hot Import Nights - the ultimate car culture show, Boost Mobile RockCorps - a combination of music, community and an ethic of service to breed a new generation of volunteers, and Boost Mobile‘s Alternative Music Initiative - that features emerging alternative bands with the creation of a Boost Indie Rock Label, Viral Anthem and Strategic festival presence.
Boost Mobile has strategic partnerships with highly recognized youth brands such as Denim Design Lab, Hurley, Grenade, éS, Livity Outernational, RVCA and The BLOCK Hotel. Boost ambassadors include music and street artists, various youth tastemakers and more than 60 of the world’s top athletes in surf, skate, snow, streetball, streetbike, MotoX and BMX. Our association with these popular lifestyle brands and trendsetters reinforces Boost Mobile’s authenticity among young consumers and uniquely positions the Boost brand to lead the wireless industry in the youth market.
Boost embraces the need to offer advertising that is authentic and credible to today’s youth, and strives to develop relevant cultural branding experiences. Some of Boost’s advertising campaigns include the "incongruous" series of ads featuring old people engaged in youth activities; the iconic "Anthem" campaign featuring original music by hip-hop stars Kanye West, Ludacris and The Game in a music-video-style commercial, the "Pivotal Moments" campaign with Fat Joe, Eve, Travis Barker and Rip Hamilton, and Boost’s latest commercial highlighting its new social mapping service called Boost loopt.
Boost Mobile products are available at locations where youth prefer to shop, including 7-Eleven, Best Buy, Fred Meyer, Meijer, Sprint Nextel Stores, K-Mart, PC Richard, Radio Shack, Sams Club, Target, Wal-Mart, neighborhood wireless stores and youth outlets that focus on music, fashion and action sports activities. Its broad distribution enables customers to easily find and purchase Boost phones and airtime.
Boost started with a vision to create a distinct corporate culture embedded in youth lifestyle and then fashioned a brand that’s an extension of that culture. The result is Boost, an authentic youth brand with nothing false or forced. The Boost brand continues to be defined not just by what we say, or even by what we do, but by who we are. Our brand personality is rooted in the staff of our organization. Boost Mobile employs a cross-functional team of individuals, many of whom come from youth-oriented marketing, action sports and entertainment industries. Boost’s employees understand and are able to communicate with these industries on an authentic level.
"Our research indicates that the youth market has a great deal of disposable income, is technology-savvy, and open to trying and using communications technologies in new ways. Boost is well positioned to obtain a significant share of the communications spend from this segment because it is the only wireless service provider to offer service differentiation … and the Boost Walkie-Talkie service enables them to communicate instantly and affordably." – Roger Entner, director of Wireless/Mobile U.S. Advisory Service for the Yankee Group
"With an estimated 25 to 35 million potential customers, the youth market in the US could represent an extremely lucrative opportunity for the wireless industry…Boost Mobile, however, may have hit on a formula that will give them the edge over other companies in reaching what is viewed as a highly fickle customer segment." – In-Stat/MDR
"… Offerings like Boost Mobile provide a simple and straight-forward wireless experience, something young people need in order to manage their mobile costs. In addition, the daily ‘all-you-can-eat’ walkie-talkie service offers instantaneous connections to friends in a fast and manageable fashion." – Adam Guy, Compete, Inc.