When it comes to celebrating the Super Bowl with our unlimited network, there are no limits. So, we created a spot with Justin Bieber, where he encouraged people to use their phones to join the biggest Super Bowl dance party ever. Simply by using the #unlimitedMoves hashtag, thousands of people around the world go to participate in a spectacular dance off with the world’s biggest pop star, Justin Bieber.

Working against a Super Bowl deadline, we worked with Justin Bieber to shoot a huge TV production while parallel pathing a social team to create assets for various social channels during the game. The spot itself ran for 60 seconds during the first quarter of the game, reaching an estimated 114 million people around the world. PR efforts also help push the effort with a spectacular early premiere on the Today show.

The spot and social activation helped T-Mobile garner over 2.4 billion brand impressions and generated nearly 256,124 unique mentions on social. Helping make T-Mobile one of the most talked about brands during the Super Bowl.