Ep 98: Vivian Acosta is the Director of Social Media for Cricket Wireless
05/08/24 • 51 min
In today’s crowded and competitive marketing landscape, many brands strive to break through the noise by creating memorable social media moments that bring their brand personality to life. In this episode of Clicks 2 Bricks, we take a look at Cricket Wireless' recent viral campaign with WWE, featuring the Cricket Chair Phone. What is a Chair Phone, you might ask? You’ll have to keep listening to find out! To unveil the secrets behind this successful brand activation, we are joined by Vivian Acosta, Cricket's Director of Social Media. Tuning in, you’ll gain valuable insight into Cricket’s social media strategy, their unique collaborations with content creators through the Cricket Creator Network, and how the brand is leveraging AI to make marketing more streamlined and effective. Vivian also shares some stereotype-smashing advice for reaching Hispanic audiences, highlighting the importance of community investment. Don’t miss this enlightening conversation that takes a deep dive into the power of collaboration, authentic engagement, and so much more!
[Update: Cricket’s plans start at $15 per month, not $25 as mentioned in the episode]
Key Points From This Episode:
- Some sporty fun facts about Vivian Acosta (that also make her a better leader)!
- The origin story of Cricket Wireless and how the brand has evolved since 1999.
- What Vivian’s role as Head of Social Media at Cricket encompasses.
- Insight into Cricket’s relationship with WWE and the unique Chair Phone campaign.
- Successes and challenges that accompany working with celebrities.
- How Cricket leverages the creator economy with the Cricket Creator Network.
- Unique benefits a wireless provider like Cricket has when working with content creators.
- Impressions, views, and other metrics that measure the success of the creator network.
- Ways that Cricket is using AI to make marketing more efficient and impactful.
- Vivian’s 10-year journey with AT&T and how it has made her a better marketing leader.
- Curiosity, authenticity, and representation: top tips for reaching Hispanic audiences.
- Why it’s important to acknowledge your blindspots and invite challenges.
Links Mentioned in Today’s Episode:
Cricket Wireless WWE Partnership
'Cricket Wireless x WWE present: CHAIR PHONE’
In today’s crowded and competitive marketing landscape, many brands strive to break through the noise by creating memorable social media moments that bring their brand personality to life. In this episode of Clicks 2 Bricks, we take a look at Cricket Wireless' recent viral campaign with WWE, featuring the Cricket Chair Phone. What is a Chair Phone, you might ask? You’ll have to keep listening to find out! To unveil the secrets behind this successful brand activation, we are joined by Vivian Acosta, Cricket's Director of Social Media. Tuning in, you’ll gain valuable insight into Cricket’s social media strategy, their unique collaborations with content creators through the Cricket Creator Network, and how the brand is leveraging AI to make marketing more streamlined and effective. Vivian also shares some stereotype-smashing advice for reaching Hispanic audiences, highlighting the importance of community investment. Don’t miss this enlightening conversation that takes a deep dive into the power of collaboration, authentic engagement, and so much more!
[Update: Cricket’s plans start at $15 per month, not $25 as mentioned in the episode]
Key Points From This Episode:
- Some sporty fun facts about Vivian Acosta (that also make her a better leader)!
- The origin story of Cricket Wireless and how the brand has evolved since 1999.
- What Vivian’s role as Head of Social Media at Cricket encompasses.
- Insight into Cricket’s relationship with WWE and the unique Chair Phone campaign.
- Successes and challenges that accompany working with celebrities.
- How Cricket leverages the creator economy with the Cricket Creator Network.
- Unique benefits a wireless provider like Cricket has when working with content creators.
- Impressions, views, and other metrics that measure the success of the creator network.
- Ways that Cricket is using AI to make marketing more efficient and impactful.
- Vivian’s 10-year journey with AT&T and how it has made her a better marketing leader.
- Curiosity, authenticity, and representation: top tips for reaching Hispanic audiences.
- Why it’s important to acknowledge your blindspots and invite challenges.
Links Mentioned in Today’s Episode:
Cricket Wireless WWE Partnership
'Cricket Wireless x WWE present: CHAIR PHONE’
Previous Episode
Ep 97: Maria Hokanson EVP, Marketing, U.S. and Canada for Dairy Queen
In 2025, Dairy Queen turns 85 and in its eight-plus decades, it has evolved from being a simple soft-serve ice cream company to becoming one of the biggest QSR and burger brands in America! Dairy Queen’s philosophy is one of emotional connection, and bringing us closer to the brand today is its Executive Vice President of Marketing, Maria Hokanson. Maria walks us through Dairy Queen’s origins and history, what sets it apart from other brands in the space, what it aims to achieve in today’s climate, and how the way it has evolved since its inception has both highlighted and strengthened each of its core values. Then, we dive deeper into the brand by assessing its relationship with its franchisees, how it connects with its younger audience, its many store locations and remarkable brand reach, and how it uses old-school methods to make the most of modern technologies. Maria also explains the challenges of her work and how she overcomes them, how Dairy Queen uses AI for marketing, why she thinks that marketers deserve more respect, and her advice to anyone looking to follow a similar career path as hers.
Key Points From This Episode:
- Introducing Maria Hokanson as she walks us through Dairy Queen’s office setup.
- Danger girl and danger boy.
- The history of the Dairy Queen brand, what sets it apart, and what it stands for today.
- How Dairy Queen has evolved to keep up with, and embrace, the times.
- The way the brand speaks to its younger consumers.
- Dairy Queen’s store locations and brand reach.
- Its marketing relationship with its franchisees, and how it gets involved in communities.
- New age technologies versus old school methods, and everything in between.
- The challenges that Maria experiences in her work and how she overcomes them.
- Marketing adjustments that she’s made in 2024.
- Everything you need to know about Dairy Queen and AI.
- Why Maria believes that the role of marketing is being undervalued by the industry.
- Her professional journey with Dairy Queen, and current job vacancies at the company.
- TikTok, ROI, influencer marketing, and Zena Srivatsa Arnold/Sephora.
Links Mentioned in Today’s Episode:
‘America's Best Loyalty Programs’
Next Episode
Ep 99: Casey Terrell is the former CMO of SPB Hospitality (Logan’s Roadhouse, Gordon Biersch Brewery)
In today’s episode, we delve into the world of digital transformation in the restaurant industry with industry expert, Casey Terrell. Casey is a highly respected marketing professional with vast experience in the restaurant industry, particularly in digital transformation, technology adoption, and multi-location marketing roles. In our conversation, we discuss Casey's career trajectory and professional experiences, the integration of technology into marketing strategies, the state of digital transformation in the restaurant industry, and the evolving relationship between CMOs and CIOs. We explore the concept of digital transformation, the challenges faced by restaurants in adapting to technological advancements, and the role of marketing in driving innovation and customer experience. Gain valuable insights into the evolving marketing landscape in the restaurant industry, the qualities and considerations in choosing tech partners, the value of loyalty programs and the impact of personalized marketing approaches, the challenges and strategies of balancing brand-building efforts with performance marketing, and much more! Join us as we uncover what qualities will make you stand out in the marketing landscape and the nuances of digital transformation with Casey Terrell!
Key Points From This Episode:
- Cassey’s military background and how Burger King started his marketing career.
- Learn about the various roles and responsibilities he has had over the years.
- Transitioning from multi-location into packaged goods and shaking up the CPG space.
- Hear how he became the digital transformation expert he is today.
- The state of digital transformation in the restaurant industry and what needs to change.
- Unpack the changing dynamics between traditional CIO and CMO roles.
- Discover the essential qualities and considerations in choosing tech partners.
- Building technology in-house versus partnering with external vendors.
- Balancing the demands of the brand with performance marketing.
- He shares the impactful role his mentors have played in his career.
- Final takeaways and advice for budding marketers in the restaurant space.
Links Mentioned in Today’s Episode:
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