T-Mobile Builds Pre-Show Buzz with a Sidekick Lounge - Event Marketer

T-Mobile Builds Pre-Show Buzz with a Sidekick Lounge

DB_Silver_T-Mobile_2009 Ex
Brand: T-MOBILE
Agency: BNC
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2009

T-Mobile’s five-city tour last March and April was all about making existing Sidekick customers feel like VIPs while bringing the brand to life for music-loving potential customers.

Before each concert street teams hit pedestrian hubs in each market to drive consumers into retail stores where contest entries for tickets to the concerts were available. Also building pre-show buzz, the Sidekick Fan Tour Bus, with a lounge for chillin’ and checkin’ out products, made the rounds, inviting Sidekick users and music fans aboard to hang out and play games for a chance to win tickets and other prizes. As an added feature for current customers, leading up to the concerts, fans could text message thoughts about the shows to T-Mobile and see them posted on sidekick.com. During the events, the messages were posted on screens in real time.

All in all, the campaign generated about 400 million total branded interactions across all platforms.

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