Influencer Brand trips: TMobile at the Grand Prix

This weekend, T-Mobile's TikTok page blew up, showcasing more than a dozen influencer collaborations at the Las Vegas Grand Prix. In a landscape dominated by beauty/fashion brands at festivals like Coachella, the telecom giant dove headfirst into the influencer events space and absolutely crushed it. So, what worked?

💡 1) Diversity in Influencers:

T-Mobile showcased a diverse range of voices, connecting authentically with a broad audience. Enter @GrandmaDorniak, a 93-year-old TikTok sensation with 12.3M followers, adding a timeless touch to the mix. The lineup also featured @ChrisOlsen, an LGBTQ+ creator, and @Tussaltly, a standout black creator, among others.

💬 2) Understanding Unique Value:

T-Mobile didn't just hire influencers to read boring ad copy; they collaborated with them. The socials team tailored content to resonate with each creator's unique audience. Whether it was Chris Olsen's iconic “coffee run” series, @Annaxsitar's travel vlog, or Grandma Dorniak's charming bathroom mirror chats, every piece felt like a personalized, value-driven experience.

📖 3) Human Moments:

Beyond product placement, T-Mobile crafted compelling stories that went straight to the heart. Picture this: the heartwarming tale of 93-year-old Grandma Dorniak sharing about her new beau, and AnnaXSitar expressing the profound joy of sharing a Grand Prix adventure with her father.
The storytelling was so powerful that it begs the question:

Would the audience watch these videos without the product placement?

The answer is a resounding yes! The proof lies in the staggering engagement ratios. Take AnnaXSitar's video, for instance:

🎥 800k views
👍 115k likes
💬 177k comments

These astronomical figures aren't isolated incidents; nearly every collaboration achieved similarly stellar ratios, if not surpassing them.

🤣 4) Self awareness

T-Mobile aced legal sponsor disclosures with the witty hashtag #TMobilepaidmeforthis, charming Gen Z's preference for transparency over gimmicks. Openly embracing the sponsored content in a light-hearted manner, T-Mobile showcased authenticity and forged a genuine and humorous connection.

In conclusion, this weekend was a masterclass in influencer marketing. Even if you don't have T-Mobile's colossal budget, there are valuable lessons to learn.