The Challenge: Develop a buzzworthy social concept for T-Mobile designed to scale and generate user participation. Promote campaign messaging: Don’t get infested with fees. Switch to T-Mobile ONE. All Unlimited. One Price. No Surprises.
The Solution: Create an UGC-driven activation to encourage consumers to fight fee infestation by posting a #FeeFace selfie — a comical shock & disgust reaction to unexpected cell phone fees. Inspired by “ugly selfie” social trend https://www.pinterest.com/terrileeobrien/ugly-selfies/ Kick off the campaign with celebrity influencers such as Nicki Minaj and DJ Zedd.