T-Mobile USA 3G - Marketing

Marketing

Jamie Lee Curtis was the spokesperson for T-Mobile USA's predecessor, VoiceStream Wireless since 1998. VoiceStream's advertising slogan was: "Get more from life". During the transition to the T-Mobile brand, Jamie Lee Curtis continued as spokesperson for a short time and the slogan was changed to "T-Mobile. Get More."

Starting in 2002, the company's spokesperson was Catherine Zeta-Jones who was the main figure in its branding strategy. As of September 2006, Zeta-Jones had officially been dropped as the "face" of the company for its advertising campaigns due to a corporate rebranding strategy. The company also relied on rapper Snoop Dogg as the spokesperson for its T-Mobile Sidekick in a series of commercials late in 2004, the company also released a series of Sidekick phones known as the D-Wade Edition for basketball player Dwyane Wade.

The company is also an official sponsor of the National Basketball Association, the NBA Rookie Challenge and the Women's National Basketball Association.

In 2009, it changed its approach to advertising, and moved from the "Get More" slogan to a "Stick Together" slogan to focus more on the personal aspect of staying together with those who matter the most to its customers. The slogan was also meant to promote its MyFaves calling-circle plan. With this the company also ended its relationship with Zeta-Jones, and now use mainly non-celebrity spokespeople (though Dwyane Wade, Charles Barkley, and Dwight Howard are featured in some commercials, in association with the company's sponsorship of the NBA as official wireless provider).

In late May 2009, Zeta-Jones was brought back as a company spokesperson to show customers how to pay less for their wireless plan in a new "Mobile Makeovers" advertising campaign that refers customer to third-party comparison site BillShrink.com.

In late 2009, commercials for the T-Mobile MyTouch 3G featured the song "If You Want to Sing Out, Sing Out" by Cat Stevens and celebrities such as Chevy Chase, Molly Shannon, Dana Carvey and Darrell Hammond. Another commercial with the same song performed by a different artist showed Wyclef Jean, Avril Lavigne and Brad Paisley.

Carly Foulkes is the spokeswoman for the myTouch 4G in commercials that parody the Get a Mac campaign. The model is known for Rugby Ralph Lauren ads. Although Foulkes is often identified with the color pink, T-Mobile actually has a color trademark for the color magenta, and markets itself using its corporate colors. Virgin Mobile has, in turn, parodied the Carly Foulkes ads.

In September 2010, the company launched "Kids are free till 2012" for family lines.

On December 1, 2011, a group of 100 Chicago-area women, along with Carly Foulkes, were featured in a flash-mob style performance at Woodfield Mall in Schaumburg, Illinois, where the group, dressed in magenta dresses, sang and danced through the mall's atrium to their cover of (There's No Place Like) Home for the Holidays. The performance was filmed and edited into a holiday commercial, which was a success.