Cricket Wireless has set about breaking the Guinness record for the world's largest cellphone. It'll be unveiled for Cricket’s new experiential branding concept coinciding with the launch of the new “Respekt” advertising campaign. The roll out of “Respekt,” taking place in Chicago and Philadelphia in March.
The campaign will included pop-up retail stores, inconspicuous wallet drops containing cards, coupons, and sometimes cash to drive traffic to the official campaign website. Commuters who spot fellow commuters reading green newsprint featuring the letter “K” and containing the campaign URL will be rewarded with Cricket-branded free subway or train passes.
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