T-Mobile, Travel Unleashed
A social and digital campaign for T-Mobile’s new travel benefits.
THE ASK
T-Mobile wanted to connect with younger travelers to get them excited about new travel-related benefits for T-Mobile customers.
- Free AAA subscription
- Unlimited International Data
- Free In-Flight WiFi
I was tasked with concepting and creating social, digital, and interactive executions to engage with this audience.
Social
Three creators. Three benefits. Tens of millions of views.
Authenticity and social proof matters a lot to younger travelers. So we didn’t just tell them about T-Mobile’s benefits. We partnered with travel-focused content creators to show how the benefits work in real scenarios.
Quin Gable
(@quingable)
Free AAA service
15.6 MILLION VIEWS
Quinn is a #vanlife creator who travels the country in a van with her cats. Since T-Mobile customers get AAA coverage included with their phone plans, she’s covered in case of roadside emergencies.
Shay Spence
(@theshayspence)
Unlimited international data
5.2 MILLION VIEWS
Shay is a globetrotting foodie. With unlimited international data coverage from T-Mobile, he was able to search for the best pizza in Naples, Italy, the birthplace of pizza.
Helen Owen
(@HelenOwen)
Free in-flight Wi-Fi
Helen is a travel and fashion-focused creator who goes to glamorous locales with her boyfriend. With T-Mobile’s in-flight Wi-Fi, she booked a last-minute trip to Telluride, Colorado while on the plane there.
MY ROLE
I selected relevant content creators and worked with them to create narratives that fit with their personal brands and T-Mobile’s messaging. My job was to provide narrative structure and messaging guidelines without diminishing authenticity. It was a (mostly) successful endeavor.
DIGITAL
Banners, sponsored posts, email, and native ads
I wrote the digital campaign’s tagline, “Go with more.”
There was also a broader digital campaign aimed at a wider audience of travelers. It needed to tie in with T-Mobile’s brand-level messaging about giving customers “more” than the other carriers.
I wrote the campaign’s tagline, “Go with more,” as a nod to this. I also wrote headlines, email, and website copy.
Banners, email blasts, and sponsored posts on Tripadvisor.
EXPERIENTIAL
Rideshare interactive quiz game
Chances are if you’re traveling, you’re taking a rideshare at some point, which makes it the perfect place to advertise travel benefits. I wrote a simple quiz game that appeared on interactive screens in Lyft cars promoting T-Mobile’s three main travel benefits.
See the demo below.
CONCEPTUAL FLIGHT SAFETY CARDS
An idea that didn’t make it…but would’ve been fun.
I pitched an idea to turn airplane safety illustrations into demonstrations of T-Mobile’s in-flight Wi-Fi benefit These would’ve appeared as digital banners and print pieces on actual airlines (thanks to T-Mobile’s partnership with Alaska Airlines).
Unfortunately, this one didn’t make it due to timeline restrictions.