Texties »Blog »Feb 8, 2019

What do T-Mobile and Texties have in common?

Texting.

So intimate. So personal. So reflective of our deepest thoughts.

Sometimes much is left unsaid. Untexted.

During Super Bowl LIII, T-Mobile  used this emotive medium to convey values central to their brand.

Powerfully.

As we often do when we introduce Texties to someone, we just let the product do the talking:

(it is a playlist of five short ads, so it will autoplay through the list)

You'll notice that in one of the ads, Lyft got in on the act. How many times have you seen an ad where two brands eased their message into a 30 second window?

It didn't seem contrived, it didn't seem crowded, and it didn't seem shallow.

It was simple, engaging and it was cost-friendly to produce.

Perhaps not cost-friendly, was to buy it a spot during the Super Bowl. It cost upwards of $5.24M for a 30 second ad. That puts T-Mobile's spend for the five ads at $26M+.

But it was so worth it! The fawning reviews of Super Bowl watchers would attest:

"Literally the funniest commercial of the entire night"

"I laughed so hard 😂😂"

"I tagged this as my favorite of the night. Sweet and simple but still chuckling the next day."

"Honestly Made my Night! Thank you T-Mobile!"

"As a Lyft driver and a T-Mobile user I'm so happy about this! I normally take Tuesdays off, but I'll be working all day this Tuesday to be there for all the T-Mobile riders!"

O. M. G.

Also, L. M. A. O.

Texting is a powerful storytelling format, worthy of ad time in the most coveted and expensive of primetime spots.

And with texting being the primary format of storytelling on Texties, we couldn't agree more with T-Mobile's ideas for a successful campaign.

Billions of stories are happening over text right now in people's phones all over the world.

We bring you a handful of fictional ones written by our amazing authors.

Dive in.

Rather insightfully,
A. A.