T-MoBell Epic Mashup

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—actress La La Anthony and reality stars The Bachelor Colton Underwood and Vanderpump Rules star Stassi Schroeder.

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 Result


Increased traffic by:


  • 378% New York City
  • 555% Santa Monica
  • 784% 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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