T-Mobile Tuesdays

This case study details how T-Mobile, a phone carrier company, created the 'T-Mobile Tuesdays' loyalty program in the US to build and manage its relationship with millennials.

Campaign details

Brand: T-MobileLead agency: The Marketing StoreRegion: NA

Objectives

As the Un-carrier, our goal is to shake up the wireless industry. We were sick of seeing the way mobile customers were treated and wanted to give them some sort of gratitude. Our solution? An effective loyalty program.

When we first decided to create a T-Mobile loyalty program for our great customers, we noticed a serious problem - no one likes loyalty programs! They lead customers to develop a poor relationship with brands.

We found that 72% of consumers think loyalty programs exist simply to...

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