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July 26, 2006
Small is big for T-Mobile
For big cellular provider T-Mobile, small is the new big. It's inviting current customers to small concerts of 50-500 people.
That's a departure from the typical big thinking of reaching young audiences by sponsoring large-scale music events and festivals, logos as loud as the music. (Can you say Lollapalooza?) T-Mobile's small events may have whiffs of certain items wafting over the crowd, but branding won't be one of them.
Why? It's anti-marketing designed to spur word of mouth. Customers become VIPs at an exclusive event. That should be plenty to get people talking.
That is, if the cellular connection is working.
(Via BBC News)
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Jackie,
I think Miller Beer was doing this 10 years ago in the US. I think it was called "Blind Date"...It's the circle of marketing life.
Ed
