Magentify

Spreading Magenta Vibes Across the Country

By Katie Bandstra

November 19^th, 2020

Scalable, on brand, customizable amplification

Our job in local advertising is to amplify the national brand message in a locally relevant way – from the bottom up. Our goal is to hyper-localize, personalize and amplify our core messages 1) T-Mobile is a brand for me 2) T-Mobile’s network works for me.

I took a look at our notoriously enthusiastic workforce across the country. They were already spreading magenta vibes in their own way on their own social media platforms. Lots of amateur creativity, not a lot of brand guidance.

What if we gave our 50,000 brand ambassadors their own creative tool to make hyper-localized social posts? They could share their brand love in their own personal way. We could focus enthusiasm and maintain brand integrity and also give them some cool creative to play around.

We built Magentify, an “instagramy” app that helped our employees create personal, branded, hyper-local media posts. We provided hyper-local content and regionally inspired stickers. The dynamic stickers could call out their hometown – wherever they lived.

Focused Amplification

We sent out challenges that could help us amplify national tent poles – Ariana Grande tour, MLB, Pride, Military Month, Hispanic Heritage and campaigns to prove our network works in your hometown.

Mad Magenta Love

The result was our employees loved the app. They loved being able to be creative, show their magenta pride and help amplify what we were doing nationally, in a locally relevant way.