T-Mobile myTouch

CHALLENGE
Launch T-Mobile’s myTouch, the phone that’s 100% You, in two local markets, to drive interactions with the handset, and increase purchase intent and traffic to T-Mobile retail stores.

SOLUTION
In both Chicago and Dallas, we partnered with CBS RADIO, building back stories around the featured local celebrities who’d lost their myTouch. A public appeal to solve the 100% Who mystery was carried across the airwaves as well as in newspapers and other media. Prominent DJs broadcast new clues each day, with their live reads serving as product endorsements. Consumers were also encouraged to check out the myTouch at their nearest T-Mobile store and receive additional clues. Grand prizes were awarded in each market.

The integrated campaign weaved together radio, print and online media, in-store merchandising and consumer engagements with high-profile celebrity reveals.

RESULTS

The program generated high levels of consumer awareness and hands-on interaction at consumer events.
Media delivered millions of impressions in a localized and intriguing manner.
The retail sales organization rallied behind the incremental support afforded myTouch in their markets.