T-Mobile's Music Freedom app in combination with their unlimited data plan allows consumers to stream as much music as they want. Big Fuel & T-Mobile empowered users vote for their preferred music streaming service out a list of 10 choices. The top voted platform would then be added to T-Mobile's existing roster and in-turn amplifying T-Mobile's Music Freedom offering. With the help of major music influencers, the month long campaign yielded over 162MM impressions.
T-Mobile needed a campaign that would further amplify their "Un-carrier" stance as well as build awareness of the Music Freedom offering. Big Fuel created a multi-channel social activation encouraging T-Mobile fans and followers to vote using the Music Freedom app hosted on T-Mobile's Facebook page.
The campaign was designed to empower the user. Fans were given the opportunity to vote for their preferred music streaming service out a list of 10 choices. The winning platform would then be added to T-Mobile's existing roster of 7 whitelisted free streaming data partners, further amplifying T-Mobile's Music Freedom offering.
Within owned channels and in conjunction with the network of T-Mobile music influencers such as Rita Ora & Maclemore, the Music Freedom campaign produced: 31,655 mentions of Music Freedom conversation yielding 162MM impressions, 5,437 mentions of the term "Music Freedom," 3,200 mentions of the hashtag #MusicFreedom and 683 mentions of the hashtag #unradio.
