US carrier T-Mobile’s disruptive and competitive customer offerings already does an incredible job at eating into the subscriber bases of rival carriers Verizon and AT&T. So how do we continue to increase customer engagement and acquisition, increase new product awareness, and infuse some fun in an innovative way that continues to eat away at their competitor's customer base? We gamify it.
Leveraging the boom in mobile gaming, we conceived an app that allowed users to have an opportunity to collect free data, movies, music, upgrades and more—and then entered them for a chance to win what they've collected. While customers were happy receiving free stuff, T-Mobile was happy receiving a 20% increase carrier conversions.