T-Mobile latest Twitter campaign against Verizon
T-Mobile new campaign
T-Mobile introduced a new plan in May to target nation’s largest carrier, Verizon. The carrier announced a new plan, and ad campaign called hash tag #NeverSettleforVerizon (F, 2015). The new plan allows Verizon to get a taste of T-Mobile while still keeping the door open for a return to Verizon. Alan F. (2015) explains in his article that the new offer from T-Mobile is for a Verizon customer. The plan is that the customer who ports his number over to T-Mobile handset can keep his Verizon phone, in case T-Mobile is not his cup of tea.If the customer likes the T-Mobile, he has to purchase anew T-Mobile handset with a Simple Choice plan. T-Mobile will pay the termination fees up to $650 or the installment balance on the handset once the customer trades in his Verizon phone.
T-Mobile has launched this new offer with going after Verizon’s hash tag “#NeverSettle” slogan with its Subtweetish, “#NeverSettleforVerizon” hash tag campaign (Kulp, 2015). The writer further explains that promoting the offer, T-Mobile decided to spend $200,000 to push its #NeverSettleforVerizon hash tag to the top of Twitter’s trend list. The campaign backfired as many tweeted back their support for Verizon. The vast majority of the tweets were mocking the carrier for featuring Verizon so prominently in its ad.
What can be done?
The U.S. wireless carriers are clashing for the business, and each of the four major players – Verizon, AT&T, T-Mobile and Sprint – claiming to be the best (Snyder, 2014). The writer further explains that, RootMetrics, which measures the performance of mobile networks, conducted a nationwide survey that included 5.6 million real-world tests of wireless connectivity in 125 metro areas. Verizon claimed the top spot followed by AT&T, T-Mobile, and Sprint. T-Mobile is in the third place and doesn’t match up with the claims by the CEO John Legere that the carrier is the best.All the major carriers in the U.S. on a regular basis centre advertising campaigns on attacking one another. Verizon leads the race, and T-Mobile is in third place and such a twitter campaign to take on the leader can be a risk. Instead, it can be recommended that T-Mobile should target the AT&T which is on the second spot. The hash tag T-Mobile chose to take on Verizon will eventually promote the leader as it has backfired, and people who did not own Verizon will support out of the two carriers because of such promotions. The basic purpose of promoting on Twitter is to converse with people, not send them running or talking about negative about the brand.
If T-Mobile wants to take on Verizon with the new offer, they could’ve chosen a better hash tag like “#SettleforTMobile.” A more positive hash tag can get more responses and the campaign too can be successful. T-Mobile used promoted accounts and is suggested on the publicly available list that a user already follows. Twitter promoted to people who already follow Verizon, and the backlash did more harm than good to T-Mobile. The idea to get more customers through the new offer will not materialize.
T-Mobile can use the offer to target all the carriers and not only Verizon with the new hash tag. Targeting all the carriers will help the brand to acquire larger customer base. The idea is to overtake the second position from AT&T. It will be suggested that T-Mobile discontinue the hash tag for a new one sooner as it harming the brand. It should go after customers of AT&T and Sprint and only go after Verizon until it is big enough.
F, A. (2015, May 5). T-Mobile aims at Verizon customers with new trial offer; see all the videos here. Retrieved May 29, 2015, from http://www.phonearena.com/news/T-Mobile-aims-at-Verizon-customers-with-new-trial-offer-see-all-the-videos-here_id68975
Kulp, P. (2015, May 15). T-Mobile’s $200,000 campaign against Verizon’s #NeverSettle totally backfired. Retrieved May 29, 2015, from http://mashable.com/2015/05/14/t-mobile-verizon-never-settle/
Snyder, B. (2014, November 12). Verizon is Tops in U.S. Wireless Network Ranking, Sprint is Not | CIO. Retrieved May 29, 2015, from http://www.cio.com/article/2846189/wireless-carriers/verizon-is-tops-us-wireless-network-ranking-sprint-is-not.html