T-Mobile #ThanksNotPranks
2021 was not the year for tricks! Instead, T-Mobile rebranded April Fool’s day as a day of giving back. For every Tweet that tagged #GiveThanksNotPranks, T-Mobile donated to a classroom and teacher in need. Twitter people loved sharing their gratitude for their local teachers and celebrating their dedication to teaching. The great Uncarrier, T-Mobile, leveraged DIVE Billboards to pause the pranks & rebrand April Fool’s Day 2021. Seeing that classrooms were in need, T-Mobile launched a movement to rally brands to give back to teachers & classrooms.
For every Tweet that used #GiveThanksNotPranks, T-Mobile donated $5 to a classroom in need. DIVE aided this cause and lit up billboards across America with the charitable initiative. Users loved thanking teachers and sharing tender moments of gratitude on big and bright DOOH billboards. Plus – the T-Mobile famous pink branding cheered up pedestrians with an optimistic glow in city centres!
“They were looking to not only drive more awareness in the market... but to have something to set it apart and make it pop” Brad Moore (Behind the Billboard ep 1) “Owning Times Square is tangible in a way that any type of digital media numbers are not”
April 1, 2021
New York, Los Angeles, Philadelphia, Chicago, Miami
Photobook
