CASE STUDY
LEVERAGING SPORTS + ENTERTAINMENT PARTNERSHIPS FOR OPTIMIZING CAMPAIGNS FOR CONVERSION
During NBA All-Star Weekend 2011, Boost Mobile tapped SNA to lead a dynamic, multi-channel campaign at the intersection of sports, entertainment, and technology. SNA executed a full-funnel communications and public relations strategy designed to elevate the brand’s cultural capital and drive consumer engagement. Services included red carpet media production as an experiential activation, high-impact media outreach, and digital storytelling across sports and lifestyle verticals. SNA also curated and managed celebrity talent and influencer participation, secured strategic brand partnerships, and implemented a comprehensive media plan—including paid, earned, and social media amplification. This integrated approach resulted in consumers experiencing this landmark activation that maximized conversion, expanded reach, and firmly positioned Boost Mobile as a cultural player in the sports and entertainment arena.
THEIR STORY
Boost Mobile. Be Heard.
Boost Mobile, a prepaid wireless provider under Sprint, was on a mission to increase brand visibility and engagement among young, multicultural, tech-savvy consumers. The brand wanted to extend its presence beyond the telecom space and into pop culture through high-impact, entertainment-driven experiences.
THE CHALLENGE
Despite the NBA All-Star Weekend’s reputation as a prime moment for brand visibility, the landscape was oversaturated—dominated by competing activations, celebrity-fueled parties, and relentless media noise. While Boost Mobile had already established itself as a leader in affordable wireless service, it wasn’t yet seen as a cultural force within the entertainment and sports space. The challenge was clear: cut through the noise, earn meaningful media attention, and authentically embed the brand into the fabric of pop culture—all without getting lost in the crowd.
THE STRATEGY
To shift perception and position Boost Mobile as a culturally relevant player in the sports and entertainment space, SNA Communications deployed a comprehensive strategy that blended visibility with influence. We spotlighted Boost Mobile’s bold brand identity through an integrated communications and PR campaign, anchored by a high-energy red carpet experience that doubled as both media spectacle and brand activation. Strategic partnerships and on-site branding placements maximized exposure, while curated guest lists featuring celebrities, athletes, and digital influencers elevated cultural credibility. VIPs and guests alike had the opportunity to experience Boost Mobile’s wireless service firsthand through interactive, fun, and educational touchpoints that showcased the brand’s value and innovation. Paid media and digital strategy extended the reach beyond the event, driving brand engagement across social platforms and reinforcing Boost Mobile’s presence at the intersection of wireless, sports, and entertainment.
THE SOLUTION
CHANNELS + SERVICES
To transform Boost Mobile’s All-Star Weekend presence into a high-impact, culturally resonant campaign, SNA Communications (formerly TPGPR) executed a fully integrated, full-funnel strategy that spanned communications, media, partnerships, and live activations. In collaboration with 1 Society, Blackberry, Ciroc, Interscope Records, and The Josh Howard Foundation, SNA launched Boost Mobile’s ALL-STAR WEEKEND initiative—a multi-day activation centered around celebrity influence, interactive shopping, and immersive experiences.
The campaign featured daily digital drops of exclusive content from some of the world’s top names including actress Meagan Good and NBA star Dwyane Wade, which were synced with national radio promotions. Shoppers could instantly engage with curated Boost Mobile offers through real-time digital activations, transforming traditional experiential marketing into an interactive commerce moment.
Our Communications, Events, and Activations teams delivered an end-to-end solution—from pre-event digital strategy to on-the-ground execution in Los Angeles in Q1. Red carpet media services captured tier one press coverage, while curated partnerships amplified brand presence across every touchpoint.
SNA also deployed a comprehensive digital marketing program including paid search, paid social, display advertising, content marketing, SEO, media strategy and planning, and data visualization. Simultaneously, our talent and influencer team secured a celebrity guest list that blended athletes, musicians, and reality stars, enhancing organic social reach and engagement.
By aligning Boost Mobile with top entertainment and sports figures, integrating strategic sponsor support, and weaving paid and earned media into every layer of execution, SNA Communications ensured the campaign became a golden moment—delivering national, local, and international press while positioning Boost Mobile at the heart of entertainment lifestyle.
PARTNERSHIPS
THE OUTCOME
SNA Communications delivered a headline-grabbing activation that positioned Boost Mobile at the cultural epicenter of NBA All-Star Weekend 2011. The campaign generated over 115 million online and print media impressions across lifestyle, sports, entertainment, and tech publications, and was featured in major outlets including ESPN, NBC, CBS, KTLA, KCAL9, VIBE, Essence, BET, BRAVO, POWER106 FM, and Yahoo!. On social, the campaign reached over 80 million impressions across Instagram, X, Facebook, YouTube, and TikTok, driving 2.3 million+ engagements and a verified reach of 18 million+. With appearances by Meagan Good, Dwayne Wade, Stevie Wonder, Lil Wayne, Trevor Booker, Melody Thornton, Gretchen Rossi, and more, the event reinforced Boost Mobile’s identity as a lifestyle-driven wireless brand rooted in celebrity culture, music, and entertainment. This full-funnel campaign not only exceeded brand benchmarks but also set a new standard for experiential activations in the wireless industry.
PERFORMANCE
115M+
MEDIA IMPRESSIONS
80M+
SOCIAL MEDIA IMPRESSIONS
18M+
TRUE REACH
2.3M+
ENGAGEMENTS
RADIO PROMOTION
DIDDY POWERFM SPOT
POWER 106FM
MEDIA PARTNERSHIP
"SNA Communications was an incredible partner—truly an extension of our team. We’re always looking to push the envelope, and SNA not only matches that energy, they elevate it. From strategic communications and PR to talent procurement, influencer marketing, digital content, and on-site experiential activations with red carpet media, they delivered a seamless 360° campaign that amplified Boost Mobile’s presence including during All-Star Weekend. We challenge each other to go further, and by combining our editorial strengths with the broadcast, digital, and data-driven insights SNA brings, we’re able to create campaigns that are not only impactful but truly memorable."
STACEY STEWART
MARKETING MANAGER II, SPRINT - BOOST MOBILE & VIRGIN MOBILE
