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Special Project

Special Project
From the 10th Annual Shorty Awards

Home Runs for Hurricane Recovery

Winner in Technology

Finalist in Call to Action, Hashtag


In the aftermath of one of the most catastrophic hurricane seasons in history, T-Mobile made a major commitment to help rebuild communities in need. T-Mobile used its platform as an official sponsor of Major League Baseball to raise money and awareness for hurricane recovery during the MLB Postseason and World Series. What ensued was a major success.

Strategy and Execution

The brand kicked off the postseason by guaranteeing at least $1 million in Hurricane Recovery donations to Team Rubicon.

Team Rubicon is a nonprofit that offers veterans a chance to continue their service by deploying emergency response teams to help those afflicted by disasters – including the communities hit hardest by the hurricanes in 2017.

T-Mobile pledged to donate $10,000 for every home run hit in the playoffs, and $1 for every tweet with the hashtag #HR4HR.

Doubling efforts during the World Series, T-Mobile increased donations to $20,000 per home run, and $2 for every tweet.


Players, celebrities, and fans participated in the program throughout the MLB postseason, producing astounding results. Fans tweeted #HR4HR 776,000 times, racking up $1.5 million.

And by the time the Houston Astros were crowned champions, 104 home runs had been hit – the most ever in a MLB postseason.

Combining both #HR4HR tweets and home runs, fans and players united to raise more than $2,780,000 for Team Rubicon's Hurricane Recovery efforts.

T-Mobile's campaign amplified the power of social good, driving mass awareness and direct fan participation to raise donations for hurricane recovery.


Video for Home Runs for Hurricane Recovery

Entrant Company / Organization Name

Laundry Service, T-Mobile