In Fall 2012 T-Mobile was the only mobile company in the US with a truly Unlimited Nationwide data plan. To accompany the huge push in media, they wanted a social campaign that would support this USP and bring to life the benefits of living unlimited. As the challenger brand, T-Mobile needed to be 1st in Class in the social space. To achieve this goal, a multi-channel social program was created that brought to life the possibilities a Nationwide Unlimited Network provided in the hands of real people.
We collaborated with award-winning director Eliot Rausch to create a lightly branded, four-part, video series featuring pioneering individuals living life on their own terms. We chose influencers within the targeted verticals of music, tech, action sports and family and showed how the T-Mobile network enabled their limitless lives. Accompanying the release of the video series, 8 influential Instagram photographers were hired to shoot, upload and tag photos that they felt best represented a Life Without Limits. All of their photos were pulled into our campaign website to create a visual story across the nation that fans were encouraged to contribute to.
The campaign surpassed the video view goal of 2MM with 2,445,491 views. The videos were teased and promoted on T-Mobile’s owned social and digital channels, achieving over 27M in social reach and 105,109 social engagements. Once released, each video was seeded across topically relevant blogs and sites, such as All Things D for Chris Pirillo and ESPN for Jamie Sterling. Custom, culturally astute articles on BuzzFeed such as “21 Parents That Are Doing It Right” for Andy Blackman Hurwitz’s video drove sharing and additional earned reach (2.4x viral lift off of paid investment). Across the board sentiment was extremely positive, with fans emotionally moved by the vignettes calling them “inspiring” and “beautiful.” and saying the videos “made me want to switch from Sprint to T-Mobile”