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No Contracts

T-mobile set out to redefine the carrier industry by eliminating contracts. And who better to illustrate “No Contracts" in an epic, memorable Super Bowl spot than Tim Tebow?

Situation

T-Mobile was the 4th largest nationwide carrier. To gain on their deep-pocketed competitors, T-Mobile broke the rules and boldly adopted what they called the “un-carrier” philosophy. By eliminating annual service contracts, they were shaking up the wireless industry and gaining customers. Wanting to build on this momentum, they wanted to take it to the biggest stage of all—the Super Bowl.

Solution

The Super Bowl is overrun with celebrities, animals and schmaltz. We’re hardly above it all, but we believe that if used, it shouldn’t feel gratuitous. Enter the perfect pitchman: Tim Tebow. Out of the NFL since the previous season, he paradoxically maintained celebrity status and was still beloved by America. He was also willing to have a little fun at his own expense. And fun we had. We created two over-the-top Super Bowl spots and five social videos showcasing the amazing things that Tim Tebow had accomplished in his contract-free year. The spots were complemented by an extensive social and PR campaign strategically rolled out before, during and after the game.

Results

The effort was an enormous success. The spot was ranked as the #1 most discussed brand in-game by Networked Insights Super Bowl XLVIII Post Game Conversation Analysis… it generated over 160MM press impressions, with positive coverage in hundreds of publications… it attracted 15.2M video views and a #4 ranking on AdAge’s Viral Video Chart… Google searches for T-Mobile spiked to their highest level in over 3 years… and most importantly, T-Mobile saw a huge spike in retail traffic and sales post game.

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