T-Mobile #KimsDataStash

T-Mobile & Kim Kardashian West Deliver #KimsDataStash

T-Mobile’s Data Stash, a true game-changer in the mobile carrier space, allows customers to keep their unused data each month. It goes without saying that our client wanted to pull out all the stops. So to publicize it we tapped one of social media’s biggest stars, Kim Kardashian West, to deliver a hilarious public service announcement about lost data at the largest media event of the year: The Superbowl.

But we didn’t stop there. The message continued online, where anyone who watched the video was delivered a tweet directly from Kim, as they watched her type in their name right on screen. These tweets featured random selfies from her private stash and were delivered at the moment she hit the Tweet button on screen.

To accomplish this in less than two weeks took an enormous effort from our technical team, twitter, Kim Kardashian, and over 10,000 Amazon servers set up around the country ready to process as many videos per second. Viewership over the next week alone reached over 67 million online — well over half of the record setting 114 million total viewers of the 2015 Superbowl. It’s safe to say, we got our point across.

Client - T-Mobile
Agency - Big Fuel
Executive Creative Director - Jon Resnik
Creative Director - Dan Licht
Creative Director - Rob Baumgartner
Concept - Rob Baumgartner
Copywriter - Dan Asulin
Art Director - Brad Dechter
Producer - Joao Martins
Production Partner - Tool Inc.