T-Mobile a Hit With TLC Campaign

T-Mobile achieved a 15% response lift over its previous campaigns with a multichannel effort featuring the band TLC.

The objective of the campaign, which was conducted through America Online, was to drive brand awareness of T-Mobile wireless services, especially among young, Web-savvy users. Secondary goals were to increase product use and to generate downloads of wireless content, said David M. Rheins, senior vice president of interactive marketing at AOL, speaking at DMD New York last month.

To wave in front of prospects the sexiest premium incentive possible, AOL approached its competitor, Bertelsmann, and asked to partner with TLC, a band that Bertelsmann markets.

T-Mobile used a collection of premiums involving the band, including a voice mail recording of TLC, a cell phone ring replaced by a TLC song clip, online band chats and a contest to see the band live.

Customers and prospects were reached by several different channels.

Those who entered stores last fall were asked to sign up for free content from TLC and to give permission to receive additional marketing material. They also were asked to list their interests. Even if these consumers already had bought a T-Mobile product, their information was used to build a database for later marketing, Rheins said.

Others received word through contextual messages on their cell phones, e-mails or radio promotions.

AOL prospected among subscribers to its AOL music, artist development and download music groups.

The 15% lift on downloadable content delighted T-Mobile, but it even surprised AOL.