Sprint Interactive Cinema Experience Reveals What Androids Dream

Science fiction writer Philip K. Dick asked, "Do androids dream of electric sheep?" While we don't know yet about androids, a new campaign offers a peek at the dreams of Android-powered phones (and iPhones and other smartphones).

The pitch: If your phone could truly "sleep," what would it dream? Sprint's new interactive cinema experience encourages moviegoers to turn off their mobile device in exchange for a custom mobile "dream."

At the outset of the user's movie theater experience, Sprint's 30-second PSA film directs people to text the word "dream" to 60602 before putting their mobile phone to sleep or turning the device off. Once the mobile phone is "awakened" after the movie, users will find a text prompt asking them to opt-in via Facebook. After opting-in, users are rewarded with a personalized 15-second film capturing what the device has been "dreaming" while switched off.

The campaign was created by Sprint in partnership with "Team Sprint" — the integrated brand agency Digitas and ad agency Leo Burnett.