Sprint Corp (NYSE:S) Sprint Communications Inc is coming to terms with the mobile wallet as a crucial complement to as well as an extension of its app. Mobile wallet such as Apple Pay available on iOS and Android Pay on Android devices comes as a default feature. This creates barriers to the entry for other brands without an app or intends to engage users on the mobile platforms beyond their app offerings.

Users are required to enter their credit card information to make a purchase or even store contents such as event tickets, coupons, and loyalty cards as well as the boarding passes. According to Sprint’s digital lead for multicultural marketing Luis Martinez, this is an effective way of pushing the content without being aggressive.

According to Martinez, among the challenges facing Sprint is the need to unearth new and effective ways to stand out while at the same time ensuring that customers get value. This is the idea behind the latest mobile pilot ran by Sprint as part of its sweepstakes linked to the Copa America Centenario International soccer tournament in June.

These games take place in the South America. However, the 2016 tournament was held in the US creating a platform for Sprint to target Hispanic consumers.

The company also worked with Urban Airship to create personalized passes that could be downloaded to the mobile wallet by the users. Sprint took advantage of the various new mobile wallet from the company that resulted from beta and offered the ability to customize passes, track redemptions as well as buy on performance basis which means that clients can only pay once the user download content to the mobile wallet.

In the case of Sprint, over 35,000 users signed up for the real-time notifications from the brand on news related to the tournament covering news, scores, as well as reminders of upcoming matches. Each time a team that a user follow scored, the user earned points as well as an entry into the sweepstake for a chance to win several prices such as TAG Heuer watch and a ball signed by David Beckham or even a free trip to New York for a chance to watch the finals.