IRVINE, CA: Youth-oriented telecommunications brand Boost Mobile is diving into the lifestyle accessory market and has tapped Pitch Control PR for publicity.
The effort is part of Boost's recently launched Boosted Mobile Artist Content Collaborations program, a venture in which emerging artists are able to share their work with a national audience via art shows, book signings, and other brand-sponsored initiatives.
But Boost's involvement goes beyond corporate sponsorships, said Cheri Quigley, the company's Irvine, CA-based PR manager.
Since the program launched this summer, Boost has partnered with urban graffiti artists, including Saber, Claw Money, Retna, and Madsteez, to feature exclusive wallpapers for download on BoostedMobile.com. In August, Boosted Mobile added artist-designed accessories, such as hip packs, laptop bags, and computer cases, Quigley said. Boosted's first full line, rolling out now for the holiday season, is by Madsteez.
The program - as well as its expansion into lifestyle and device products - allows consumers "to have an attachment with the Boosted brand, regardless of their wireless carrier," Quigley noted.
New York-based Pitch Control will work with Boost's in-house PR team to generate word of mouth among diverse consumer communities, said Sarah Cirkiel, agency CEO and founder.
Depending upon the artist, she said, the accessories appeal to anyone from "super hipsters to 16-year-old girls."
To that end, PR efforts will include outreach to niche music and technology publications, street-art and culture-focused blogs, alt weeklies, and teen glossies, such as CosmoGirl.
As well as driving consumers to the Boosted Mobile Web site, Pitch Control will work to build brand awareness among potential retailers, Quigley said.