The Summer I Turned Pretty S3 + T-Mobile
Take Prime Video’s Gen Z hit, T-Mobile’s top tier benefits, and a one-hour shoot on the beach… and you get a partnership that makes waves.
In one of Prime Video’s first-ever co-branded partnerships, T-Mobile spoke directly to their target audience and aligned with the show’s viral Season 3 buzz.
Minimal budget. Maximum customer impact. A summer to remember.
Video
:30
Each VO line spoke to a different Magenta Status benefit and show plot point.
Our lines worked double duty, showing off client-requested product benefits and fan’s favorite plot points. This also meant that our team watched hundreds of hours of show footage to find the perfect clips.
Hop in the front =
Free AAA for 1 yearSend the text =
T-Satellite serviceKeep it chill =
Free Apple TV+, Netflix, and HuluPass the aux =
Free Sirius XM + Pandora
We also showed off the internet’s favorite boyfriends
in equal measure.
Please let me know if you’re Team Connie Baby or Team Jellyfish.
#TeamJeremiah
#TeamConrad
And extended the partnership to a fan screening.
A successful partnership 🤝
31.2MM
views
on the co-branded :30 video
on Prime Video.
+26.7%
increase
in top-of-mind
awareness for T-Mobile.
+14.4%
increase
in brand favorability and
brand consideration.
Never forget
The Summer We
Turned Magenta.
My role: Creative Director
Brand Innovation Lab:
AD + Motion Graphics: Hannah Grotbo
AD: Anastasia Arten
Senior Creative Director: Jason Turner
Head of Premium Content Production: Galina Himmerich
Head of Brand Innovation Lab: Kate McCagg
Edit:
Amazon Brand Innovation Lab (Oliver Hecks)
Upper Cut
