T-Mobile + Taco Bell T-MoBell

The background

During the Super Bowl, T-Mobile announces a partnership with Taco Bell, giving away free tacos through its T-Mobile Tuesdays app. Following the wildly successful free taco promo and aiming to take a break from tired conventions, T-Mobile and Taco Bell give customers even more of what they want: an ultimate smartphones experience with a yummy side of tacos.

The challenge

Take the partnership one step further and open T-MoBell in-store retail activations in three top markets. The main objective is to make the un-carrier famous through a highly visual activation that aligns with the brand partnership. The activation gives attendees an engaging experience to persuade them to switch carriers or upgrade their phones.

The solution

T-Mobile and Taco Bell debut “T-MoBell” activations in three cities: Los Angeles, Chicago and New York City. The T-MoBell concept is a fun and engaging experience; each activation is decked out with plenty of T-Mobell branding including T-Mobile’s signature magenta. Based on the Super Bowl promo, the design leans heavily into a taqueria theme of tacos, creating a unique Spanish tile with both brand logos. This unique pattern extends to the exterior of each store’s facade.For three epic days, consumers enjoyed free tacos, an exclusive limited-edition T-MoBell Freeze and mobile swag such as custom socks, phone wallets and sunglasses. There are photo ops in each location served up with celebrity meet-and-greets.

T-Mobile also promotes the activations via Twitter for virtual fans. Lucky retweeters receive prize-pack giveaways including a $500 Taco Bell gift card, Powerbeats Pro Wireless Earphones, an Ultimate Ears Megaboom 3 speaker, the latest smartphone swag, and much more!

The results

INCREASED TRAFFIC BY:

378% in New York City

555% in Santa Monica

784% in Chicago

12K Total Visitors

CONSUMED:

7.5K Tacos

6K T-MoBell Freezes

GENERATED:

333 New Articles

11.5M Impressions

168M Social Impressions

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