Mainstream youth is ‘always on’ and wants a device that keeps them socially connected at all times. Given that Sidekick delivered this (voice, IM, web access), our messaging was simple; ‘Everybody Needs A Sidekick’.Since there’s no community better connected than ‘Young Hollywood’, PR/TV buzz of celebrities utilizing Sidekicks made device aspirational and further paid off its ‘must have’ appeal.Online efforts built on this momentum, seeding Sidekick in synergistic ‘social network’ environments (IM, Chat).

Sidekick had a presence in every major ‘celebrity’ publication, generating $5MM+ in PR.‘Sidekicking’ is now a verb used in pop culture.During the advertising period, T-Mobile saw a 40% increase in Sidekick activations.T-Mobile stopped advertising 2 months early due to product demand that couldn’t be met.