T-MoBell: Key takeaways for partnerships and experiential marketing
In late July, T-Mobile and Taco Bell came together to open three limited-time T-MoBell stores in New York City, Los Angeles and Chicago where the companies gave away T-Mobile swag and tacos.
What worked
With the T-MoBell takeover, the companies built on their previous success together and appealed to consumers who like tacos, gimmicks, and T-Mobile’s “un-carrier” vibe.
T-Mobile positioned T-MoBell stores as both exclusive and for everyone, a contradiction that aligns with T-Mobile’s overall image as a company that’s both accessible to all yet specifically for consumers looking for something different than a traditional carrier-customer relationship.
What didn’t
In their promotion of the event, T-Mobile and Taco Bell missed an opportunity to interact with each other more on social media, specifically Twitter. When brands engage with each other, they are better positioned to engage with customers.
What brands can learn
It’s important to get brand voice right and to use that across marketing campaigns and customer touchpoints. As companies pursue partnerships and experiential marketing campaign, they may come off as overly gimmicky. To avoid that fate, they should consider their brand voice. When consistent across media—even physical storefronts—distinct brand voices can foster not only conversation but also customer conversion, as people see the brands living the reputations their marketing creates. As other brands attempt similar promotions, they can solidify distinct brand voices that foster not only conversation but also customer conversion.
Don’t overlook social media as a channel to further establish brand identity. When promoting a campaign like this, brands should engage with one another, steering conversation on social media. Brand-to-brand interactions make the companies better positioned to engage with consumers, who see the conversation as evidence that the companies are human-like and relatable. Brands looking to develop this approach can look to T-Mobile’s quirky tone and conversation-driving giveaways.
