Strategy
Waggener Edstrom recognized that brand building in this demographic would not be achieved by “telling” but instead by creating peer-to-peer adoption. A campaign was created based on building an aspirational peer group through lifestyle placements in hip magazines, X Games, celebrity placements and “be the first to own” competitions.
Result
T-Mobile sold more Sidekick II’s in three weeks than the first three months of the original Sidekick launch. The initial campaign created over 32 million impressions, and sustained media coverage Q1 of 2005 reached an estimated 19.8 million readers. T-Mobile Sidekick is now an established symbol of hip youth. Waggener Edstrom has since been able to leverage that popularity into fan-generated videos on YouTube and the development of a Sidekick wiki.
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