We created media experiences positioning the phone as the ultimate entertainment portal to access what consumers craved.

Partnering with music/pop culture magazine Rolling Stone, we created the first-ever flip cover issue which included T-Mobile’s signature ringtone when readers opened the magazine. Custom advertorials featured up-and-coming artists tied to phone features, creating natural brand integration. Similar custom programs ran across titles like Us Weekly, BlackBook, Soma and Flaunt, further showcasing how T-Mobile could deliver what our audience wanted, when and where they wanted it.Rolling Stone homepage takeovers and sponsorship of the blog written by infamous movie critic Peter Travers extended print to digital. Featured clips and elements of the movie Inception were streamed through the device on top entertainment sites. At the launch, our page-destroying Inception/T-Mobile train blasted through homepages on the most trafficked websites - AOL, YouTube and MSN - for three consecutive days, aligning with our integrated TV content.

This was one of the most successful T-Mobile device launches in history, selling out in record time across 2,500+ distribution points in the U.S.; surpassing sales expectations by 30%+ and achieving .24% overall CTR utilising standard units. Awareness/Consideration Gains:* Print ads – consideration up by 13%* Digital ads – consideration up by 4%* Print + Digital ad – awareness up by 6%, consideration up by 15%Record holder for top performing home page takeover within Tech category on AOL surpassed all previous Telecom and Gaming advertisers, setting the benchmark for best-in-class executions in AOL’s internal global demonstration library.