In the U.S., branded entertainment tends to be regulated much like traditional advertising. All product claims need detailed and documented substantiation. In our case, that was a rigorous process since we were making direct claims about the cost of services from AT&T. Throughout the campaign the charges incurred were tracked down to the last penny.

Consumers were driven to the Catch Jeremy living ad experience in a number of ways. Nine sequentially released TVCs (:30s and :15s) attracted consumers. Social media also played a major role. The main character in the campaign posted to Instagram and Twitter throughout the day during the campaign, giving clues about his whereabouts throughout Europe. A digital campaign rounded out the integrated approach.

Over the 35-day course of the campaign, over 1.4 million players engaged with the experience. For 2013 as a whole, T-Mobile added over 4.4 million customers, and this campaign played a major role in that success.