T-Mobile

Overview

T-Mobile was looking to leverage its sponsorship of Major League Baseball during the 2014 postseason in a bold new way. The postseason is the highest engagement point of the year, reaching both avid and casual fans. T-Mobile decided to use this opportunity to grow consideration for the brand among MLB fans by creating a completely fan-driven experience that capitalized on their biggest asset—their network—while making a meaningful contribution to the postseason and creating quality brand impressions.

Idea

We created a user-generated content, social-first campaign that put the fans first and tapped into baseball’s time-honored 7th inning tradition. We created the world’s biggest 7th inning stretch ever.

T-Mobile decided to unleash the 7th inning stretch.

Experience

We created a user engagement program that tapped into this time-honored tradition, making it fun and easy for baseball fans everywhere to take part in what we called “The Biggest 7th Inning Stretch Ever”. It was a simple idea: grab your phone, grab your friends, sing “Take Me Out To The Ballgame”, and upload your video selfie to T-Mobile’s custom tool for the chance to be featured in a 60-second spot during Game 4 of the World Series. We leveraged the strength of their network by encouraging participants to upload their videos over the “Data Strong Network”. This simple idea gave T-Mobile the springboard they needed to pay homage to the game while increasing brand awareness and giving thousands of fans the opportunity to be part of baseball history.