What We Did

  • Consumer media relations
  • Broadcast media relations
  • Online and digital communications
  • Consumer research, diagnostics and trend tapping

T-Mobile: Holiday Gift Guide Outreach

With multiple new handsets coming available, and a potentially overcrowded consumer electronics market for new gadgets at the holidays, T-Mobile was faced with the need to more specifically define the audience for each new offering, and target the appropriate media in a way that would differentiate them from the competition.

Strategy

Waggener Edstrom’s Consumer Marketing Group focused on a tiered approach of media outreach consisting of in-person product demos, and a reviews program delineated by short and long lead outlets.

Result

The Holiday Gift Guide Tour and continued targeted outreach resulted in 68 hits with a circulation of over 74 million and total impressions over 111 million. As consumers prepared for the biggest shopping day of the year, they can find T-Mobile products in 62 different publications such as BusinessWeek, Esquire, Men’s Journal, Men’s Vogue, Real Simple, Seventeen, TeenVogue, W Magazine and XXL.

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