Lead Agency: The Marketing Store
Region: North America
As the Un-carrier®, our goal is to make customers feel appreciated in an industry that historically hasn't treated people right. T-Mobile Tuesdays is our customer appreciation program that allows us to thank our customers with free stuff, no strings attached.
After two years of thankings, we were looking for another way to increase program awareness, participation and ultimately further drive brand love. It was time to make a big step forward in the program by announcing a new partnership that we knew would appeal to our consumers. What's a bigger thanking than a free Taco Bell taco every week?
We measured media impressions, app downloads, engagement and conversion within the T-Mobile Tuesdays app to understand the impact of this activation.
Our app audience skews female with a large millennial core. Our program is extremely inclusive, demonstrated through demographics that show our T-Mobile Tuesdays audience is more diverse than T-Mobile's overall customer base. The diversity across ethnicities provides a desirable potential audience for our partners.