The challenge: Amplify T-Mobile’s “Uncarrier” status to drive awareness, brand love, and usage of the T-Mobile Tuesdays app.
The problem behind the challenge: The mobile industry has a bad rep for treating customers poorly.
The insight: T-Mobile customers love food offers more than anything - and who doesn’t love tacos?
The vision: GETT-Mobile customers and potential switchers WHOwant more from their mobile carrier TO engage, talk, and share their love for T-Mobile BYgiving them something to taco ‘bout.
20 percent year-over-year increase in monthly active users within the app
25 percent year-over-year more weekly participants (visitors to the app)
49 percent year-over-year higher claims
Customers responded well to the campaign, and press was extremely positive. Media coverage included 87 unique online articles (142 with syndication) with a total potential audience of 17,016,966 for the Taco Bell deal.
81 percent of surveyed customers would recommend T-Mobile to a friend
80.5 percent positive sentiment (iSpot) above the annual 2018 Positive Sentiment score of 23 percent
