T-mobile decided to rebrand themselves in 2013. They started by calling themselves the 'Uncarrier' and getting rid of contracts as you traditionally knew them for 24 months. This was a really cool marketing and branding strategy. It resulted in the highest number of post paid account growth in the companies history. What they did next was truly amazing. Imagine a contest where the clues are given online, the research is done on line and the answers are all posted online. Now take it to the next level and say that all of that is done through social media.
T-mobile introduce a contest to catch Jeremy. Jeremy is a kid(young adult) that is traveling all over the world and posting his adventures on social media. What you had to do was figure out where pictures were taken based on clues that were posted on Jeremy's and T-mo's social media sites. hey made it more family friendly by having Jeremy use a competitors plan which was racking up the cost for every post. T-mobile did this to introduce their new plan for no cost roaming. The Grand prize was a trip around the world for the winner. It also showed that Jeremy racked up over $74k in charges on his trip. It was a great way to introduce a new service and use social media to do it.
https://explore.t-mobile.com/catch-jeremy
Above is a link to the final page for the competition and in the background you can see a lot of the pictures that were shared on social media during the trips. T-mobile does a great job at engaging new and potential customers online with new contest on a weekly and in some cases daily bases. They understand the social media generation and I believe they are really taking advantage of it.
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