Taking creative risk to get strong results

The Challenge

Everyone talks about being customer-centric, but too many brands stop at lip service. Not T-Mobile. This scrappy “uncarrier” wanted to drive relevant traffic, increase domain engagement, and expand awareness of T-Mobile’s early termination fee (ETF) program.  They developed a unique campaign that parodied the Buzzfeed-style quizzes that commonly hijack our social media feeds.

The Strategy

T-Mobile collaborated with iProspect to launch the Do You Take Too Many Online Quizzes? Campaign, a tongue-in-cheek parody of the ubiquitous Buzzfeed-style quizzes.

Every aspect of this campaign (the quiz format, creative tone, clever grading logic, and light touch with branding) was a little left of center for the T-Mobile brand. From the graphics and copy (“Do you know what your weapon of choice would be during the zombie apocalypse?”) to the trick grading logic (the more you know, the lower your score) and sponsored influencer tweets, the campaign was the perfect fit for the intended audience: young, slightly snarky, pop culture-savvy Millennials.

In addition to the consumer-facing creative, the campaign also created an opportunity for T-Mobile and iProspect to collaborate on a completely different level. Instead of running through the usual marketing channels, this campaign was developed in tight collaboration with the T-Mobile web team. In addition, rather than developing and submitting creative as an outside agency, we utilized T-Mobile’s existing internal content approval process to navigate governance as part of an in-house initiative.

The Results

  • 95k+

    visits to the onsite quiz, despite overlapping with holiday weekend

  • 40k+

    completed quizzes and ETF program impressions

  • Buzz

    via social influencers like Josh Peck, Kendall and Kylie Jenner

Using a creative approach unlike anything they’d done before, T-Mobile exceeded performance expectations and also gained invaluable insights about their audience’s word-of-mouth sharing behaviors and the content’s reach into the Spanish-speaking market.

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