T-Mobile Promotes Streaming at Hollywood-Style Gala
To launch BingeOn, its industry-changing plan that supports free video streaming for subscribers of HBO, Hulu, Netflix and other programs without depleting their high-speed data, T-Mobile had to go big or go home. The brand went big with a launch event, concert and experiential program that delivered positive coverage and social impressions.
A morning press event featured an amusing stunt by actor Aaron Paul of “Breaking Bad” fame, who “accidentally” interrupted the ceo’s presentation by calling his cell phone. That evening, T-Mobile showcased BingeOn during a Hollywood-style experience at the Shrine Theater for press, celebrities and influencers that was live-streamed for customers who couldn’t attend.
The brand needed to show—not tell—the media about its industry-changing move to enable customers to stream subscriptions without using data. To illustrate this point, Un-carrier 10.0 built buzz for T-Mobile’s BingeOn plan during its biggest press launch ever. More like a massive movie or TV premiere than a product launch, T-Mobile was able to reinforce the relationship between entertainment and mobile.
Thousands of customers celebrated at a free party that shook the Shrine with performers like Zedd, Lil John and Bruno Mars as BingeOn content streamed on iPads and giant LED screens—a not-so-subtle nod to the company’s streaming capabilities.