CLIENT: T-Mobile
PROJECT: T-Mobile Tuesdays
The Challenge:
T-Mobile was going to launch their T-Mobile Tuesdays app where they gave their customers weekly prizes for their loyalty. They needed a launch campaign and a playbook that gave weekly guidance in the customer journey.
My Role:
I worked with other creatives to concept strategize, and design the campaign and playbook. We implemented the execution into multiple channels including social, site, SMS, email, OOH, merch, POS, print and more.
The Solution:
A consistent launch campaign and playbook that worked with multiple channels driving T-Mobile customers to download the T-Mobile Tuesday app and get thanked every Tuesday for being a loyal T-Mobile customer.
Timing Is Everything
A big part of what our team was tasked with was creating a week by week, day by day playbook of all the touches the different customers would receive before, during and after T-Mobile Tuesdays. There was a wide variety of segments and almost every channel under the sun. The playbook served as a cookbook of scenarios of how T-Mobile could create tactics such as FOMO to get the customers to download and use the app every week.
Bold and Bolder
As far as the creative direction, T-Mobile already possessed a strong attention grabbing brand that we could utilize in the launch. It was a perfect mix of rebellion and established recognition that served well with such a bold idea.
Branded Rewards They Actually Want
As part of the strategy and creative for the launch we also come up with branded rewards that could fill weeks where there wasn’t a third party incentive. We made sure that the prizes were something the customers would actually use and at the same time strongly tie into the concept.
Recurring Tactics
Some of the tactics we used in our strategy and creative were often driven by the idea of FOMO. We often used numbers to support this tactic. Executions included clock countdowns, the total amount of prizes scored the previous week and the customer’s own prize tallies of what they’ve already redeemed.
