Four musical icons, Gloria Estefan, Joe Jonas, John Rich and Nelly, have 72 hours to turn average folks into superstars on The Next, The CW network’s newest music reality show. It's premiering this Thursday with Queen Latifah on-board as a producer — and sponsorship by pre-paid mobile carrier Cricket's Muve Music, marking its first branded entertainment TV partnership.

As a ‘challenger brand,’ Cricket is the seventh largest wireless telecommunications network in the U.S., serving seven million plus customers and differentiating its brand by relying on music and entertainment to stand out in the pre-paid space. This new partnership with The Next is the brand’s pre-emptive move as the turf battle for wireless customers heats up.Continue reading...

Monkey around or play all day...it’s ”Your Call” with the Muve Music plan from Cricket Wireless, the subject of its new ad campaign.

As the turf battle for wireless customers heats up and the economy continues to melt down, Cricket's Muve Music offering pitches the "real life value-seeker," appealing to consumers’ choice and control when it comes to their wireless world. The pitch: "Only Muve Music can provide you with the power of Android to bring unlimited music AND nationwide talk, text and web starting at $55/month."

“These value-seekers want value that will enhance their life,” Jaime Vasquez, Cricket's VP of consumer marketing, told brandchannel. ”Today, consumers are increasingly valuing the balance of having quality technology products while not over-spending on their purchases."Continue reading...