T-Mobile Case Study

The Ask:

The IDEA behind the campaign was simple yet impactful: bringing the community together to support local heroes. We kicked off by securing over 800 coffee shops across 33 markets, placing branded bins, coffee sleeves, and sandwich boards encouraging the community to buy a bag of beans for their local heroes and drop them in the bin. And wow, were the bins overflowing! The GOAL was to create an engaging, easy way for people to give back, while also promoting T-Mobile’s mission of supporting the community. The OPPORTUNITY was to leverage T-Mobile’s national footprint to create localized moments of connection. Next, our team swooped in to pick up over 1,000 bags of beans (with T-Mobile matching generosity) and paired them with curated boxes of healthy snacks. The PURPOSE was to deliver a random act of kindness to fire stations and veterans within a radius of T-Mobile locations, spreading goodwill and making a direct impact in the local community.

The Answer:

Week one was a whirlwind! Our team stormed 33 markets, securing 1,000+ coffee shops and kicking off the buzz. We weren’t just asking for a spot—we were creating excitement. Week two? We returned with branded assets and trained coffee shop staff to get the community to talk about this feel-good mission. We weren’t just handing out coffee; we were delivering a cause, and we were all in.
By week three, we were back again, picking up those beans and gearing up for the magic. It was time for Random Acts of Kindness deliveries to First Responders and Veteran Halls. Week four hit with a bang—our team didn’t just knock on doors; we made waves. Every station and vet hall was met with a big WOW! Rumors spread that T-Mobile wasn’t just delivering coffee and snacks but also offering a fantastic promotion. It felt 100% authentic, building real connections. Our brand ambassadors inspired the community, created energy, and sparked excitement. It wasn’t just about the delivery—it was about making people feel good and showing them that T-Mobile truly cares.

The Impact:

Talk about love! From fire departments to coffee shops, the warm fuzzies for T-Mobile were undeniable. First Responders all smiled and were impressed by T-Mobile’s genuine appreciation for their hard work. They couldn’t get enough of the healthy snack care packages—perfect for a quick energy boost before or after a call. There is no PR stunt here, just T-Mobile making a real difference.

Over three weeks, we engaged thousands of First Responders and Veterans. Our Emissaries kept it personal, adapting routes and timing to hit as many touchpoints as possible. Even if the heroes were on call, we were there when they returned—ready with surprise. The QR code contest added a fun twist that excited everyone to engage with the T-Mobile brand. This wasn’t just about delivering kindness; it was T-Mobile’s mission in action, creating a real-world impact and leaving a lasting impression on the community.

The Coffee Shop Heroes Campaign wasn’t just a random act of kindness but a community celebration. By thanking First Responders and connecting with them, T-Mobile reinforced its commitment to being a brand that genuinely cares. This campaign proved that small acts of kindness can significantly impact us, and we can’t wait to see where the next act of kindness takes us!

The Services:

  • Location Scouting
  • Permitting
  • Staffing
  • Fabrication
  • Print Production
  • Logistics Management
  • Post-Event Transport
  • Storage
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