U.S. Cellular: World’s Longest Pre-Roll

The Situation: Before unlimited data, data deals were everything. So when U.S. Cellular was about to announce 7GB of data for only $49 a month (one of their best data deals ever), they challenged us to make sure consumers realized how much data they were getting for such a low price.

The Insight: Consumers don’t realize how much data 7GB is. YouTube pre-roll lets you make video ads up to any length. Knowing this we could make a really long video to show consumers how much they could stream with 7GB of data.

The Strategy / Brief: Use YouTube pre-roll ads to show consumers how much data they will be getting with U.S. Cellular’s 7GB of data or only $49 a month plan.

The Idea: The World’s Longest Pre-Roll.

The Results: The World’s Longest Pre-Roll developed a cult following. People watched the full thing, then posted the video to social, they combed through it, and called out their favorite moments on threads and tweets. Ultimately, The world’s longest pre-roll gave U.S. Cellular more viewing time than they could ever have hoped for and generated more social conversation about their brand then they had ever seen.

Awards: 2017 Webby Honoree

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Agency: MullenLowe

Role: Digital and Social Strategy

Year: 2016