Today’s Marketing Lesson – by Sprint

The interesting part to marketers here is this: if you read the response (hint: power words) it’s clear that what is supposed to look like a personal opinion from a Sprint employee is a (not so) carefully worded hype element. Basically they are trying to stay mysterious and hush-hush, even distancing themselves from making an official statement by putting in a disclaimer (first sentence), while still confirming that the Supersonic is indeed coming out. And, without officially saying so, the email even gives some specs, which to me reads like an ad  for it. Listing the “leaked, not confirmed” specs and using words like “unbelievably thin body” is meant to whet my (the consumer’s) appetite. It worked. This style of quasi guerilla hype marketing is a bit unusual for Sprint. I like it.

I think Sprint needs to fight with everything it’s got. If this means to let their reps respond to inquiries about leaked phones with a bit of fake hype then so be it. Even if it’s cookie cutter text written to look like it’s the personal opinion from an employee and not a official Sprint statement is okay here. Yes, maybe this could be worded a little differently, a little less obvious. But I’m glad to see Sprint trying this route.