Case Study: T-Mobile HTC HD2 Ultimate Entertainment Sweepstakes Presented by: John Bentz, Senior Vice President, Consumer Marketing Practice, Waggener Edstrom Worldwide In today’s competitive consumer landscape, companies need a way to reach their consumers directly by targeting where they spend their time, get their information and socialize with their friends. Join John Bentz as he talks about how T-Mobile generated awareness and post-launch buzz in a successful twitter sweepstakes. www.bdionline.com

1. CASE
STUDY:
July 21, 2010
John Bentz T-Mobile HTC HD2
Senior Vice President, Ultimate Entertainment
Consumer Marketing Practice
Waggener Edstrom Worldwide Sweepstakes
@JHouston89 Your Innovation. Our Influence.
Your Innovation. Our Influence.

2. CHALLENGE:
Waggener Edstrom was given the challenge of
finding a way to reach consumers directly to
drive buzz and awareness. Never having
conducted such a sweepstakes, WE was
tasked with:
• Navigating the legal hurdles associated with
a Twitter-specific sweepstakes
• Organizing efforts from T-Mobile teams as
diverse as Legal Affairs, Web Marketing,
Customer Service and Corporate
Communications.
• Communicating about the sweepstakes to
key influencers
• Maintaining the integrity of the sweepstakes
to ensure that it met legal thresholds from
initial planning through prize fulfillment.
@JHouston89 Your Innovation. Our Influence.
Your Innovation. Our Influence.

3. SOLUTION:
WE proposed conducting T-Mobile’s first Twitter
sweepstakes as a method of maintaining
excitement and generating buzz for the device
directly with consumers.
• First, we worked with client’s Legal Affairs
department to develop the Official Rules and
approved Twitter and Facebook outreach.
• Next, we managed interactions across several
T-Mobile teams and external agencies to
develop a online presences on Facebook and
in the T-Mobile forums to promote the
sweepstakes.
• Finally, we managed the sweepstakes through
completion, tracking entries, picking winners
and serving as the prize fulfillment house to
deliver the prizes.
@JHouston89 Your Innovation. Our Influence.
Your Innovation. Our Influence.

4. SUCCESS:
With a campaign of Facebook and Twitter
reminders to enter the sweepstakes by
retweeting the appropriate message, the
promotion definitely caught consumers’ attention
and generated enthusiasm for the device:
Twitter statistics:
• 17,220 retweets
• 5,623 official entries
• 5,632 new followers
• 13.5% increase in Twitter followers
• 8,363 click-throughs on link
• 2,170,000 Twitter users reached
• Additional blog posts, tweets and Facebook
conversations
@JHouston89 Your Innovation. Our Influence.
Your Innovation. Our Influence.

5. THANK YOU! =
John Bentz
Senior Vice President, Consumer Marketing Practice
Waggener Edstrom Worldwide
1-212-551-7814
johnb@waggeneredstrom.com
@JBentz
@WaggenerEdstrom
Under the Influence
Consumer Blog: http://blogs.waggeneredstrom.com/under-the-influence/
@JHouston89 Your Innovation. Our Influence.
Your Innovation. Our Influence.