The Challenge

Promote a first-of-its-kind Father's Day deal.

The Solution

The program included consumer, business, technology and mobile media outreach, a dad blogger takeover on T-Mobile's social channels (Facebook & Twitter), a media event at T-Mobile store in New York, and a "No More Ties for Dad" online video promo.

The Results

  • 491 articles secured and 250 broadcast mentions
  • Twitter conversation increased to 8,500 tweets/day
  • 527MM impressions
  • Best sales day in T-Mobile history
  • Highest engagement of any social media initiative