At Publicis Seattle, I was an integral part of the team that made this award-winning, international stunt for T-Mobile. I was responsible for copywriting, social posts, location scouting, and even legal contingencies.

Results:

1.4 million visitors to our microsite

4 minutes average time spent interacting with the site's content

1 Golden International ADDY

1 Golden Regional ADDY

2 Silver Regional ADDYs

The idea:

See how much a backpacker could rack up in international phone charges on an AT&T plan in just a few weeks.

The execution:

We sent "Jeremey" on a trek across Europe and told him to do what tourists normally do: post lots of pics and videos.

The game:

People at home could follow Jeremey's journey, see how much he was spending, and try to guess his location based on clues from his posts, Carmen Sandiego-style. Winners got prizes, such as new phones and an Xbox 360.

Oh, by the way, Jeremy wound up spending $76,000.