Company: T-Mobile USA
Campaign: MyTouch 3G launch
PR team: In-house and Waggener Edstrom Worldwide
Launch: August 5
Objective: In a market saturated with smartphone launches – like those of the Palm Pre and Apple's latest iPhone – T-Mobile needed to differentiate its second Android phone, MyTouch, set to launch in late summer.
Idea: Messaging for GI, T-Mobile's first Android phone that launched last year, focused on its open-source applications. This time, the ...