We worked with partner agencies and media companies to build an integrated digital, product placement and brand integration campaign, including: bolstering our strong T-Mobile NBA presence, we created a TNT feature with NBA legend Charles Barkley (Charles’ ‘Fave 5’). The feature showcased the Fave 5’s iconic user interface while the hosts debated Charles’ picks of the week. Organic product placement and brand integration in key shows, including: “How I met your mother (CBS), Gilmore Girls (CW) with an online game, Family Trip (TLC) and custom vignettes on HGTV and the Food Network. User Generated Content was an integral part of our initiatives, serving as a ‘true’ barometer of our emotional effectiveness. These and many other elements added momentum and visibility to an already strong advertising media campaign.

MyFaves became part of the US pop-culture lexicon, evidenced in significant user generated media and talk show references. MyFaves gained 50% subscriber adoption within 12 months, exceptional for a new product offering. T-Mobile had the best year in the company’s history for net connections(increased new subscribers less lost subscribers).