T-Mobile GPS Challenge Series

As the creative director for BuzzFeed’s tech vertical, I recognized a unique opportunity to leverage a viral trend for our partner, T-Mobile. Inspired by the story of a high schooler who captured the Internet’s attention with a promposal using a GPS drawing, T-Mobile and BuzzFeed created “The GPS Drawing Challenge,” a cross-platform video series in support of T-Mobile’s Unlimited Network with episodes in New York, Los Angeles, and Washington D.C. Our goal was to create an engaging and captivating series that would showcase T-Mobile’s Unlimited Network while amplifying our presence in the social media landscape.

To achieve this, I collaborated with award-winning artist and director Michael Langan to develop the creative vision. The ambitious, 35-mile on-foot challenge concept inspired us to develop a dual GoPro helmet headset, allowing us to capture dynamic visuals and real-time GPS tracking. We executed the ambitious concept of filming simultaneously in New York, Los Angeles, and Washington D.C., ensuring that talent remained connected through T-Mobile’s network throughout the challenge.

Our deliverables included two full-length co-branded videos, two social pack videos, and four Snapchat Discover assets. Each piece was crafted with humor and energy, designed to resonate with the BuzzFeed audience and inspire engagement. I made sure to integrate T-Mobile’s signature magenta color into our set designs and visuals, from smartphone cases to the GPS drawings themselves, reinforcing brand identity throughout the campaign.

The results exceeded our expectations. Within the first week, the campaign garnered 15MM+ views and over 100,000 social engagements. Metrics showed a 3% increase in brand awareness and perception, alongside a 6% improvement in network perception. Notably, our Snapchat assets achieved double the view-through rate of typical BuzzFeed content, with Facebook and YouTube engagement rates also soaring. Ultimately, the GPS Drawing Challenge successfully showcased T-Mobile’s network strength through a relatable and entertaining experience, positioning the brand as a leader in the ongoing conversation.