Sprint is pushing a PR stunt today in which it opened a pop-up shop called “Twice the Price” in Queens. The hook is that the mock store is right next to a Verizon store and even uses a similar red-and-white color scheme. According to Sprint, the store is only open today and it’s just for browsing, so you can’t actually buy things. The idea, Sprint says, it to call attention to Verizon “hooking wireless customers across the country into paying double for four to five lines of unlimited data.”
Verizon is the bigger company, so this an example of “punching up,” as they say in comedy. Still, these things can backfire. I wrote recently about a social media survey that found the majority of consumers find it annoying when brands make fun of the competition. Either way, good luck with this, Sprint.