Work

MICROSOFT ADVERTISING T-MOBILE CAMPAIGN

Pick a Screen,
Any Screen

Like live music? T-Mobile's "Live Rising" delivered the goods by phone, Facebook and more. Determined to flex some 4G muscle, T-Mobile teamed up with Microsoft Advertising, Springbox and several agency partners to stage live concerts and stream the results to fans everywhere.

Tell It to the Facebook Fans

To help create T-Mobile's first Facebook-integrated, multi-screen campaign, Springbox used T-Mobile's existing fan page to build the buzz. Users could check out the concert schedule, browse band bios and view a trailer video. They could also enter to win a trip for two to see the making of a music video.

The concert series featured artists associated with T-Mobile, including Ellie Goulding, Cold War Kids, and Rye Rye. As video came in from concert venues via Austin-based partner Giant Pictures and uStream.tv, the Springbox-built Facebook experience live-streamed the footage. Fans could also catch the stream via mobile phone, Windows Live Messenger or Xbox experiences supplied by other agency partners.

Many Hands Make Light Work

This successful, multi-screen campaign required collaboration across 8 agency partners and client teams. Communication was paramount, especially in the face of continual change. Mid-development, Facebook significantly altered the fan page interface. Springbox adapted campaign assets and troubleshot on-the-fly along with Giant and uStream.tv to keep the campaign on schedule. In fact, it performed so well, T-Mobile added a fourth concert with Robyn to the Live Rising lineup.

"In a multi-screen world, users want easy access to content wherever they are. The partners in this campaign proved that collaboration is the name of the game. When we do it right, users and brands both win."

Mike Nowlin Director of Strategic Initiatives