Susie's Lemonade Stand - top advertising campaigns for the wireless industry

Carrier: Verizon Wireless
Spot Name: Susie's Lemonade Stand
Years Active: 2011 - Present

"Susie's Lemonade Stand" does not promote a particular mobile device. Rather, it touts Verizon Wireless' (NYSE:VZ) Small Business Solutions program. Jack McKee, VP of sales and marketing at Ace Metrix, reported that this ad scored highly in the firm's ad-testing polls.

McKee compared the success of this ad with that of Samsung's ad "Feel Free," which Ace ranked as the highest scoring ad for a wireless device (Susie's Lemonade Stand was ranked as the second best ad advertising a wireless service).

Samsung "used their tablet and integrated it into how consumers would use it in their lives," said McKee. "Susie's Lemonade is very similar to how Samsung did it. You can take the technology and integrate it into your life and even a kid can use it."

Thus, the ad highlights desirable features and tells a story, making the ad more likeable. "At the end of the day, it's Susie that rules. But Verizon's advert smartly takes the company's share of credit for supplying the tools that she relies upon," wrote Chris Cassidy of Jess3, an ad agency that focuses on branding.

Ace Metrix reported that "Susie's Lemonade Stand" received the firm's highest poll ratings in terms of "likability" with a 707 out of 950, higher than any other wireless service so far this year. Ace ranked the ad a 627 out of 950, overall.

However: T-Mobile's Cowboy-themed ad for its Nokia smartphone was ranked higher overall in Ace Metrix's report for wireless services ads. In addition, this ad did not perform well with people without children and young men aged 16-20.