Instagram Stories Takeover

THE CHALLENGE

Raise awareness organically.

A new animated Addam’s Family movie was coming out on October 11th, and we wanted to get our customers to take advantage of a special offer for a $4 movie ticket. The catch—we couldn’t spend any money to do so.

THE SOLUTION

Ask Wednesday anything.

I worked with our Associate Copywriter and we came up with the idea of having the most iconic Addams family character, Wednesday, interact with her fans in the same place where most teen girls spend their free time—Instagram. We begged the movie studio for the character animation files and worked with an agency to come with answers to the questions in real-time. We moved quickly while challenging ourselves to stay in the voice of the character. We also peppered in a few pre-written questions and answers to make sure we promoted the movie and the offer.

THE RESULTS

The data confirmed our idea.

• The takeover helped generate 145K visits to our T-Mobile Tuesdays page (+86% Q3 avg).

• We increased app engagement leading to our 4th highest participation ever (3.58M). There were nearly 4.5M claims!

• Over 200K resurrected users.

• Plus, 56K new users into the T-Mobile Tuesdays program.

Agency: T-Mobile

CD: Pamela Sobotka

Designer: Allie Rosenwig

Associate Writer: Gabby Brulotte