T-Mobile hired 100 women who joined their corporate spokeswoman, Carly Foulkes, back on December 1 and staged a surprise performance of this song in the Woodfield Mall outside of Chicago. We all know Carly, that striking brunette that appears in T-Mobile ads wearing that signature color, magenta dress. T-Mobile selected 100 women from different races and ethnic background, shapes and sizes, who all got to wear that same magenta dress and surprise shoppers by prancing around the mall singing that song and encouraging all to join in.
The performance was filmed by director Alfonso Gomez-Rejon, who has directed several episodes of Glee. It was then edited down into a three-minute video that has now been going viral on YouTube and on the T-Mobile Facebook page. You just can't help but smile when you watch this video which is the same feeling for those that are hooked on Glee.
Trish Cox, senior director of advertising and brand at T-Mobile had stated that women consumers really had a fascination with Carly and her magenta dress. “One of the things that has taken hold [with the campaign] were the magenta dresses she’s wearing,” Cox says. “Over the course of time, we’ve asked ourselves what we could do to capitalize on this idea.”
Since the video was posted on YouTube last week it already has nearly 2 million views. So it has definitely gone viral. T-mobile is also promoting it through rich-media banner advertising and some paid search ads. They also are planning to send it to their customers and employees as a “special holiday greeting”.
To further engage their customers, T-Mobile has also launched the Home for the Holidays Sweepstakes on their Facebook page which invites fans to write, in 100 words or less, why they want to go home to visit their families for the holidays. Three lucky winners will be selected from all the entries who will receive round trip travel to anywhere in the United States so they can spend the holidays with the ones they love. The sweepstakes ends today, so if you're what to enter you need to check it out now.
The campaign is all intended to reinforce the company’s position as one that is “all about connecting and sharing and providing connections and relationships among people,” Cox says. In my opinion it's also another great example of how to successfully market to women, integrate video with a promotional sweepstakes and engage fans on Facebook. I am not a T-Mobile customer, and won't be switching from Verizon anytime soon, but I am enjoying this video and hope you do as well. I am also really looking forward to my daughters coming home for the holidays.