T-Mobile Gamification, Catch Jeremy

With T-Mobile, you can use your cell phone anywhere in the world without crazy fees! Too bad Jeremy didn't get the memo. He went to Europe with AT&T and racked up a $74,787 bill. When his parents’ TV ads couldn’t reach him, we asked fans for help. People were driven to an online game with clues from Jeremy’s social media. There, they could pin him to a map for a chance to win their own trip. The team used real AT&T phones all across Europe to rack up the bill. I was right by Jeremy's side every step of the way - developing his tone of voice, framing his photos and crafting over 2,000 of his social posts. In the end, T-Mobile’s CEO paid Jeremy's bill.