Sprint Spending $100 Million to Kick iPhone in the Nuts (iPhone Wearing Cup)

Starting May 9th, Sprint will begin a massive, $100 million marketing campaign aimed straight at the iPhone's nether regions. Stacking its 3G Instinct against the iPhone, Sprint hopes to show that EVDO and GPS make their product way better than anything coming out of Cupertino.

The problem isn't that the Instinct is necessarily a bad phone, or that Sprint is a worse service than AT&T. It's that Sprint's series of commercials will cost the company $100 million to promote a message that will most probably be a moot point in one month if/when Apple announces their 3G iPhone. Here's their second commercial:

Also, in a more general suggestion to the advertisers of the world, never put a your device side by side against a competitor if the competitor has a higher screen to case ratio. We'll probably be posting the other three spots as they come in...but even if we don't, expect to see the series all over the television soon.

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Oh, and to put $100 million into some perspective, that's more money than it would cost to run a 2009 Super Bowl commercial every day for a month. [via Kansas City Star]



UPDATE: Sprint wrote us to clarify that prior to what we'd heard earlier (from an unofficial source within the company), these spots will only be seen online. The major televised marketing campaign will begin in June and Sprint does "not have a final total" for the device's marketing budget.

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DISCUSSION

@autobehr:

You can't be serious when you say Apple hates Open Source.

[www.apple.com]

I don't think the posts here are a result of people hating Sprint, but rather the idiotic commercials they have generated. If I was a stock holder, I would be outraged. They are literally throwing their money away.

Most people on here have criticized the commercial and the company's decision to produce/run it, and not the phone itself or the company as a whole. What the hell were they thinking? Do they not realize that a new even more hyped iPhone will be releasing at the same time (possibly sooner) than the Instinct? I agree that they need to market this thing and create awareness, but this is not the way to do it. All they have done is reaffirm people's beliefs and made themselves look silly.

Also, How would you feel if you were an uninformed potential iPhone buyer, and you saw this commercial, and then decided to go out and buy an Instinct because it was faster. Only to find out that Apple had come out with a better device that was just as fast (at least comparable), with features that the Instinct will never have. I would feel ripped off and I would probably hate Sprint for tricking me. I think they are digging their own grave here.

Then you go on to rant about how Apple sucks at everything. You said:

"Apple is no innovator in my mind, they just play wait and see. They wait for others to stumble, just for them to revamp the ideas, cover it in white plastic and call it revolutionary."

Who's the hater here????????

I suppose you could say that Sprint is stumbling here with these commercials and the Instinct? Maybe next year we will see an iInstinct from Apple with revamped features covered in white plastic?