We rolled out its most comprehensive and affordable rate plan to date, offering for those almost 100 million US Boomers two lines (unlimited data, talk, and text along with other features) for just $50 per month and a second line for just $10 more – all with taxes and fees included.

Pre-briefings with top tier publications, the news was announced via social with a Tweetstorm on Twitter for our media and brand followers as well as a vlog on Facebook and to embed in news stories. To highlight the market gap and demonstrate empathy to the market segment, the vlog contained a ‘faux infomercial’ that parodied existing ‘senior’ wireless plans as the laughable offer.

Outreached to media as well as industry analysts. We engaged with influencers in the online communities where Boomers read and share stories. They engaged their audiences in authentic conversations around misconceptions of Boomers’ needs and wants.

Broadcast TV, newspapers and radio are powerful vehicles for Boomers, so we pushed the campaign into regional and consumer channels with a MATTE release, ANR and Satellite Media Tour. We showcased how the plan was designed for Boomers who actually USE their smartphones to stay connected and view content.

The launch of this plan was the not just the company’s, but the industry’s most talked about and best-received rate plan update in recent wireless history.

Earned Media Outputs

The announcement garnered 548 total earned stories for 34.2 million impressions. Aaron Pressman, an influential tech writer at Fortune, wrote that “.... is among the best deals of any kind across the entire wireless market” and BGR gushed that “the deal is genuinely fantastic.” Several syndicated pieces, including USA Today and CBS Moneywatch, helped to expand reach. Many broadcast outlets took a similar approach in reporting the news from a competitive angle. An ABC TechBytes segment - which played 90 times on different ABC stations - provided a broad overview of the plan and highlighted its competitive advantages. Overall, media received the plan well, as 14 percent of coverage was positive and zero percent negative.

Social Engagement

Brand and executive social channels generated 6,849 mentions from 3,651 unique users, yielding 197 million impressions across company channels. There were an additional 1,961 mentions from 1,611 unique authors and yielding 100 million impressions.

Influencer Program

The Boomer influencer paid partnerships generated a total of 31.8 million impressions. Each influencer shared their thoughts on #Unlimited55 via at least one blog post as well as across their social channels including Twitter, Facebook, Pinterest and Instagram.