T-Mobile: Spring Break Marketing Campaign

T-Mobile wanted to market to the Millennial audience by developing on-campus campaigns and Spring Break promotions to provide their valuable wireless network to college students across the country.

Situation YMC created a multi-tiered marketing campaign involving campus outreach and a Spring Break experience in Cancun. The “Stay Connected Hut” and the “Recharge and Refresh Hut” offered genuine value to college students on Spring Break, and connected them with T-Mobile’s brand and products.

Solution

Word of mouth marketing and product demonstrations through ambassadors

Creation of the Stay Connected Hut, a central hub of activity for spring breakers

Creation of the Recharge and Refresh Hut, a relaxing social zone for all

Results

900K

College students reached

38K

College student participants

19K

Promotional items distributed

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