3rd Annual Shorty Social Good Awards Categories


See below for official categories. The final entry deadline is September 20th, 2018.

The 11th Annual Shorty Awards will open for entries on October 22nd, 2018.

From the 7th Annual Shorty Awards

T-Mobile: The Break-Up Letter

Finalist in Consumer Brand

About this entry

T-Mobile fans and potential customers wanted to sign up with the carrier but felt trapped by the fees of their current mobile phone contracts. We saw this as an easy way for people to announce to the world they were done being stuck in a bad relationship with their carrier. Enter the Break-Up Letter. Through this simple Facebook application, annoyed customers of AT&T, Verizon, Sprint and others were able to make their voices heard throughout their social networks. To date, there have been 113K+ letters, 2.7MM+ app page views and 67MM+ social impressions generated by the campaign.

Why does this entry deserve to win?

In 2013, every time T-Mobile made what they call a "signature move", Facebook comments filled with excited posts from potential customers. Fans wanted to sign up with T-Mobile but felt trapped by the fees in their current mobile phone contracts.

T-Mobile asked Big Fuel to create a campaign around the first signature move of 2014 by tapping into this frustration. To help grant customers the freedom to break up with their current carrier, T-Mobile offered to pay the early termination fees for anyone. Having noticed innumerable comments within T-Mobile's social channels, Big Fuel created The Break Up Letter, which would live and grow on Facebook.

Along with the social team at T-Mobile, we saw this as an easy way for people to announce to the world they were done being stuck in a bad relationship with their carrier. Through this simple Facebook application, annoyed customers of AT&T, Verizon, Sprint and Others were able to make their voices heard throughout their social networks.

In The Break Up Letter, users answered a few quick questions about why they were ready to separate from their existing mobile carrier, with the questions being drawn from conversations we noticed throughout T-Mobile's social channels. Similar to Mad Libs, the final result took these answers and generated a custom letter using T-Mobile's current irreverent brand tone, look, and feel.

To date, there have been 113K+ letters, 2.7MM+ app page views and 67MM+ social impressions generated by the campaign. T-Mobile employees extended the consumer voice into the retail stores by printing out Break Up Letters for customers to be photographed with, thus generating thousands of additional social impressions via Twitter using #breakupletter. In addition, T-Mobile's CEO personally responded via twitter welcoming new customers by retweeting the posts.




Media

Produced by

Big Fuel

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City