As the largest and fastest 5G network in the US, T-Mobile decided to partner with iconic football stars Rob Gronkowski and Jalen Milroe to bring a better 5G network to small rural towns.

We ideated, directed and produced a full-funnel, multi-stage social campaign to announce, sustain and encourage voting for one small town school to win a massive stadium and 5G upgrade through the “Friday Night 5G Lights” contest.

When it comes to social, T-Mobile takes an organic approach to paid social, focusing highly on views and engagement with their Gen-Z audience through relevant, social and cultural trends — and we did just that.