Dive Brief: 

• Sprint is taking its campaign of James Earl Jones and Malcolm McDowell reading real tweets and phone calls in a new direction, running the latest spot exclusively to the Twitter feed of vocal fan Danielle Gray. 
• The spot, "Thinking About You," will feature Jones and McDowell reading a text conversation between a girl and her boyfriend, and Danielle and her fans will have exclusive access to the spot until midnight, when it is posted to Sprint's Facebook page. 
• According to VP-Group Director Mark Skroch at DigitasLBi, the agency handling social media for the campaign, the idea behind the series was to focus on the "little everyday things" rather than what most brands are doing, which is trying to have "bigger and better messages."

Dive Insight: 

Sprint's decision to initially keep the video launch private is a smart move to build buzz. There's the classic exclusivity ploy, as well as the novelty of the entire series and activities. Additionally, the brand is tapping into a phenomenon that has emerged with the growth of social media. Users feel more directly connected to brands because they can interact with them, and Sprint took it one step further by targeting the ad to one loyal fan.