What We Did

  • Consumer media relations
  • Broadcast media relations
  • Online and digital communications
  • Media promotions from national print to local radio
  • Event marketing, stunts and launches
  • Consumer research, diagnostics and trend tapping
  • Experiential and Lifestyle marketing programs
  • Product integration, product placement and branded entertainment
  • Brand extensions

T-Mobile: Now and Thin

In the spring of 2006, T-Mobile and Samsung were preparing to launch what would be the thinnest phone offered in the United States, the Samsung t509. Given the crowded wireless market, T-Mobile approached its Waggener Edstrom public relations team to develop a way to make the device stand out. To generate broad awareness and excitement of the Samsung t509 to help achieve positive media coverage of the product to support sales.

All photos by Stuart Ramson

Strategy

The team quickly pulled together a first-class event designed to generate excitement and coverage with a select group of influencers, including media and trend setters to support sales. Deemed, “Now and Thin: The Samsung t509 Launch Event,” it was held in May 2006 at the Maritime Hotel in New York City. The event featured performances by Lupe Fiasco, an up-and-coming hip hop artist with Atlantic Records and special guest DJ, the Abstract (formerly Q-Tip with Tribe Called Quest). The team incorporated aspects of T-Mobile, Samsung and the t509 throughout the event to ensure the focus remained on the phone.

Result

Attendance exceeded expectations, hitting venue capacity within an hour of the doors opening with over 70% of those in attendance were media, representing Allure, BET, Engadget.com, FORBES, InStyle, Men’s Journal, MTV, Seventeen, O, The Oprah Magazine, PC Magazine, Stuff, The Wall Street Journal, US Weekly, VIBE, and many more! Impressions totaled over 15 million The T-Mobile client was soimpressed with Waggener Edstrom’s work that they have recently tasked the team with planning additional events in New York.

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