T-Mobile and OnePlus Coin New Term “Phygital” in Latest Campaign

 

When pandemic hit, many marketers across the globe were forced to hit pause on existing, strategic campaigns as businesses shut down and quarantines set in. Months later, these same marketers are experimenting new ways to generate interest and interaction, without hosting yet another Zoom conference. Enter: T-Mobile’s Go Farther Campaign.

A Phygital Experience

This year, T-Mobile, Chinese smartphone brand OnePlus and marketing agency The Bait Shoppe teamed up to promote T-Mobile’s extent of 5G coverage. Before the pandemic, this group probably would’ve held a massive launch event, inviting consumers to see the new tech. Instead, the team had to figure out a way to blend both a physical and digital, or “phygital” experience.

Okay, I’m Listening…

The group captured the essence of “phygital” experiential marketing perfectly with their pop-up store scavenger hunt concept, Go Farther. In short, three T-Mobile/OnePlus illuminated sites were placed in hyper-remote locations across the United States (to emphasize the vast reach of 5G coverage), photos of the mysterious sites were splashed all over social and fans were asked to guess the locations and submit their guesses via a custom microsite.

Did It Work?

It actually was pretty successful. The campaign generated excitement and plenty of curiosity. Over seven days, the site received about 1,900 guesses per hour and 41,000 guesses per day. Globally, the site averaged 1,035 users per minute. In the end, this group found a unique way to promote their new service, while still keeping everyone safe at home – the ultimate goal these days.

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