Home  › Social › Social Media
t-mobile-twitter

T-Mobile Revs Up Twitter Ahead of Major Rebranding

  |  May 4, 2012   |  Comments

Telecom creates "tweet races," hoping to seed awareness around 4G network as larger campaign looms.

While Mercedes-Benz last year ran a Twitter "race" offline, T-Mobile's employing a similar idea but keeping it digital. The telecom launched a contest yesterday that challenges Twitter users to tweet as much as possible with a "#4GTweets" hashtag.

Promoted Tweets, Sponsored Stories ads on Facebook, and a Klout partnership involving 2,500 influencers are supporting the Twitter-based effort. Andrew Vitellaro, senior social media manager at T-Mobile, characterized the initiative as a way to seed the brand's desired new image, where consumers believe strongly in its wireless 4G network. Vitellaro said rebranding is a key 2012 focus for his company, as paid media will be ramped up later this year.

"This is a new way for the brand to transform as we look to do the brand relaunch later in the year," he told ClickZ on Friday. "But we could not really wait until that time. So we just want people to know we are an aggressive competitor…We thought it was the perfect time to showcase what you can do with the 4G network."

Each day during the next week, the Twitter user with the most "#4GTweets" will win a HTC smart phone and a year of unlimited service from the brand. T-Mobile marketers are calling the three-hour daily events "heats." A Twitter user with the handle "CEspo916" won the first heat on Thursday. The seven winners will compete in the coming weeks for a grand-prize of $4,000. New York-based digital shop Big Fuel created the campaign.

For the brand's Promoted Tweets, it purchased search terms such as "T-Mobile" and "tweet race" on Twitter. A dedicated microsite and :10 YouTube video (below) have also been created to help build buzz.

Michele Taylerson, a rep for Bellevue, WA-based T-Mobile, suggested that the tweet races program could forge consumer relationships that will pay off for the brand down the road. "We want to keep them engaged," she said, "and along for the ride."

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...