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'Max Marketing

5:40 PM -- Maybe it was just me, but I got a distinct whiff of a particular brand of dystopian future movies from the promo videos that Sprint Corp. (NYSE: S) showed at its XOHM WiMax event this week. (See Slideshow: WiMax Makes Waves.)

Specifically, the "Mad Max" series -- I'm not quite sure why. Maybe because they had a young girl, a metaphor for XOHM in fact, called "Max" in one of them. In part, that was the point: Sprint is trying to position XOHM as a young interloper that will take on "Big Wire" and eventually win.

"I'm not afraid of you," the old windbag representing the status quo tells "Max" in one of the promos.

"You will be," she retorts.

Whether XOHM will be more than a flash in the pan is kind of beside the point here. It is interesting that Sprint is trying to disassociate itself from DSL and cable in this instance. Particularly since the cable cos are helping to back the "new" Clearwire LLC (Nasdaq: CLWR) deal, when or if that happens.

I mean, couldn't you realistically call a cellular company with 50-million plus subscribers in the U.S. "Big Wireless"? I think you could.

So, it'll be interesting to see how much of this marketing message -- if any at all -- stays once the promotions for XOHM and Clearwire kick in further afield than Baltimore, Md.

FYI, I couldn't find any of the promo videos online so here's a bit more on the launch demos from Siavash Alamouti:



— Dan Jones, Site Editor, Unstrung

kaps 12/5/2012 | 3:29:44 PM
re: 'Max Marketing Think those are the videos cranked out by the Madison Ave. ad firm Sprint had signed up long ago... got to wonder if the New Clearwire (and its concerns on costs) will keep pricey ad agencies around.
kaps 12/5/2012 | 3:29:44 PM
re: 'Max Marketing Think those are the videos cranked out by the Madison Ave. ad firm Sprint had signed up long ago... got to wonder if the New Clearwire (and its concerns on costs) will keep pricey ad agencies around.
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