T-Mobile × Taco Bell: T-Mobell
Anchoring T-Mobile Tuesdays with the one thing the data said customers loved most: tacos.
In-house — Head of Brand Social Comms
The problem
An industry nobody loves
The mobile category has spent decades teaching customers to expect mistreatment, and T-Mobile’s whole Un-carrier position is being the exception. The job was making that position felt — awareness, affinity, and engagement with the T-Mobile Tuesdays app.
The insight
Of everything Tuesdays offered, customers showed up most reliably for food.
The brief
Something to taco ’bout
The strategy, as written:
Get T-Mobile customers and potential switchers who want more from their mobile carrier to engage, talk, and share their love for T-Mobile by giving them something to taco ’bout.
T-Mobell was the answer — T-Mobile and Taco Bell mashed into one brand, complete with pop-up T-Mobell stores.
Receipts
What it moved
+20%
Monthly active users, year over year
17M+
Potential audience reached
80.5%
Positive sentiment (iSpot)
Weekly app participants +25% · claims +49% · 87 unique articles, 142 with syndication · 81% of customers likely to recommend · 98.5% attention score (iSpot).