T-Mobile enjoyed a 15% lift over previous single-channel campaigns when it conducted a multi-channel effort through America Online Inc.
The goal of the campaign was to drive brand awareness of T-Mobile wireless services, especially among young, savvy Internet users. Secondary goals were to increase product usage and to generate downloads of wireless content, according to David M. Rheins, senior vice president of interactive marketing at AOL, which handled all marketing chores.
To wave in front of prospects the sexiest premium incentive possible, AOL actually approached its competitor, Bertelsmann, to partner with a band that Bertelsmann markets
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