Strategy
From the beginning, the T-Mobile team stressed the importance of detail and customization. The team worked to tie in the phone as part of the overall experience and even featured a hands on testing station at the event.
The event theme was inspired by the anticipated release of “300,” the movie. Held February 27th at ARENA in New York City, the entertainment was an eclectic mix that included aerialists, contortionists, a sword swallower/fire breather (you can see him most days at Coney Island), DJ Berrie and amazing live performances from The Teddybears and Twista who “rapped” up the evening performing songs from his long-awaited upcoming album.
Result
At its peak, there were 400 people at the event before the evening came to a close, including more than 200 editors from outlets like: People Magazine, New York Times, US Weekly, Paper Magazine, BET TV, Vogue Magazine, MAXIM, ESPN Magazine, InStyle, Nylon Magazine, Gawker.com, Billboard Magazine, BusinessWeek and Engadget.com, just to name a few. T-Mobile events have gained a reputation in NYC as the place to be! We even had famous athletes like Larry Johnson (KC Chiefs running back), actors (Julito McCullum from the hit show The Wire) and musical artists (like rapper Remy Ma) in attendance.
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