We didn’t have iPhone, and Sprint was losing 1.4 million customers a quarter. With no major competitive advantage with which to build a position platform, we decided to promote a constellation of smaller strengths bundled into a fully integrated campaign wrapped around a single relevant word. Every touch point of the “Now” Network suggested the next and celebrated the miracle of data. The notion touched all media. In-store and online, NFL and NASCAR sponsorships, “Survivor” and “24” mobile content, every employee’s coffee mug and every customer’s phone start-up screen.