Challenge

Reaching tech-savvy consumers can be challenging: these users split their time across multiple devices, which makes developing a multi-screen campaign essential. T-Mobile wanted to showcase its 4G network with an entertainment-focused campaign that would reach consumers through their PCs, TVs, and mobile phones. The goal was to give audiences access to innovative, original content anytime and anywhere.

Solution

T-Mobile partnered with Microsoft Advertising to come up with an innovative multi-screen digital experience where users could engage with the brand through a sponsorship of cutting-edge music artists. The “Live Rising” campaign delivered live streaming concerts across screens to give users a first-hand experience with the 4G network. The campaign was integrated throughout many high-exposure channels: an Xbox LIVE branded hub, a mobile WAP site, a custom Messenger tab, and more. Plus, users could engage with T-Mobile’s brand by viewing backstage footage, entering a sweepstakes, and receiving concert reminders via text.

Results

“Live Rising” was a huge hit. Thanks to an innovative partnership with Microsoft Advertising, millions of users were able to interact with T-Mobile’s brand wherever they wanted to. The campaign successfully raised brand awareness, influenced brand opinion, and increased purchase intent and consumer engagement.

• Users exposed to online ads were five times more likely to search on the T-Mobile brand and visit its website or Facebook page.
• Users exposed to the mobile campaign were 113 percent more likely to consider the brand.
• The multi-screen approach resulted in a 192 percent increase in brand awareness.

Download the T-Mobile “Live Rising” case study.

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