T-Mobile Promo DRACO by Y&R San Juan

DRACO
The Promo / PR Ad titled DRACO was done by Y&R San Juan advertising agency for T-Mobile in Puerto Rico. It was released in Dec 2012.
Advertising campaign for T-Mobile

T-Mobile: DRACO

Brand
T-Mobile
Media
Promo
Released
December 2012
Posted
December 2012
Market
Puerto Rico
Industry
Mobile Communications
Agency
Y&R San Juan
Creative Director
Gerardo Vazquez
Producer
Michael Schultz
Director
Angela Alvarado Rosa
Editor
Luis Carlos Carmona
Associate Creative Director
Blanca Fernandez-Vanessa Rodriguez-Iciar Pastor
Producer
Yarelis De Jesus
Editor
Arnaldo Lopez
Producer
Lizza Robles

Credits & Description:

Advertiser: T-MOBILE
Agency: Y&R PUERTO RICO
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: DRACO
Senior Art Director: Arleen Mulero (Y & R Puerto Rico)
Director: Angela Alvarado Rosa (Boricua Productions )
Producer: Lizza Robles (Y & R Puerto Rico)
Producer: Michael Schultz (Boricua Productions )
Associate Creative Director: Vanessa Fernandez (Y & R Puerto Rico)
Editor: Arnaldo Lopez (Y & R Puerto Rico)
Editor: Carlos Carmona (Y & R Puerto Rico)
Producer: Yarelis De Jesús (Y & R Puerto Rico)
Creative Director: Gerardo Vazquez (Y & R Puerto Rico)
Evp Creative Director: Sylvia Soler (Y & R Puerto Rico)

Implementation
Popular composer/songwriter Draco, was about to release a compilation of his greatest hits performed as duets.We gave fans the opportunity to sing and record a duet with Draco via T-Mobile handsets. Draco would then join fans in a video duet.The consumers would then share their video through their Facebook pages. At the end of the promo, all participants where part of a full length video mash up, that was launched to coincide with Draco’s iencuentro' concert on March 30 2012.After 4 weeks, consumer engagement increased 29% positioning TMO in the top charts of consumers minds.

Client Brief Or Objective
T-Mobile Puerto Rico wanted to promote the use of data sharing among consumers.

Relevancy
It takes two to start sharing data. Using Draco at the moment of his Duets Album launch was a perfect venue to launch our promo. To record the videos, consumers used T-Mobile handsets, making them part of the mechanic. The videos where shared , using data, our main objective. We also planned to end the promo in time for Draco’s 'Encuentro' concert in Puerto Rico, which we where also sponsoring. To make this promo even more relevant, we created a Video Matchup with Draco and all of the participants, which was released the night of Draco’s concert in Puerto Rico.

Outcome
A high number of participations and likes on Magenta Hot spot page was recorded, relationship built and video sharing increased significantly.-Increase engagement of consumers by 29% with a total of 1,532 new Facebook fans-Over 15,462 Page Views on Facebook App (Graba con Draco)-More than 13,500 Video views on individuals' Facebook pages-A full length Video Mash Up with more than 50 of the best contestants singing along with “Robi Draco Rosa” Aired on YouTube and Facebook.-A 22% increase in usage of videosharing and mms was registered.