Most people are using their phones 24/7. So to build awareness, we launched this campaign via social channels in order to reach consumers on the actual devices we were telling them to upgrade. To introduce the first ever “phones on demand” service, we needed someone who could deliver our message in an honest, no-nonsense kind of way. Who better to do that than Joel McHale – a man known for his brutally sarcastic and satirical comedy.

Working over two days with comedian Joel McHale, we produced several content pieces, alongside two TV commercials to launch JUMP! On Demand. The content was produced with individual social platforms in mind; for example, “Subtitles” was created for Facebook, with content playing muted until engaged by the user. In the end, the content was shared out to either T-Mobile’s 5.3MM Facebook followers or their 700k Twitter followers, as well as to John Legere’s (the company’s CEO) 2.3MM Twitter followers. We also had Facebook ad placements that targeted non-T-Mobile users and customers who may be in the market for new devices.

This online campaign garnered 13.5MM views on Facebook and Twitter alone, with over 62MM impressions. By building video specifically for social engagement, the content saw the highest video completion rate for any T-Mobile digital video ads, EVER, which contributed to the success of some extraordinary business results: A 5% increase in store traffic, a 22% increase in postpaid phone activations, an 18% increase in iPhone sales, and a 24% increase in upgrades to JUMP! On Demand.