MOBILE CARRIER ROCKS THE HOUSE WITH A SOCIAL EXTRAVAGANZA AT UNIVISION’S 13TH ANNUAL YOUTH AWARDS SHOW
With a plethora of organic content pulsing on every major social channel, T-Mobile stole the show at 13th annual Premios Juventud awards ceremony, held July 14 in Miami, FL.
Powered by Conill, T-Mobile served as the official sponsor of DJ@PJ, a high-energy competition to find the hottest up-and-coming Hispanic DJs. Hand-picked by popular TV personalities and music artists, three DJs were flown to Miami to compete for the chance to spin during the PJ 2016 awards ceremony. Duo Argelo, the DJ act comprising brothers Mauricio and Jorge Arguello, won the competition, offering a variety of sounds that energized fans and amped up the energy at the PJ Pool Party.
Three 30-second television commercials set the stage, running once during the red carpet and six times in-show. T-Mobile dominated the conversation on-site during the red carpet and in-show with relevant content across multiple channels.
In addition to sponsoring DJ@PJ, T-Mobile kicked-off the #DalePlay campaign on social media to promote its unlimited streaming platform, which allows users to stream all the music and videos they want on their favorite services, without being hit with data charges. The humorous campaign featured social media influencer LeJuan James and social beauty blogger Camila Colon in three humorous social videos.
On the red carpet, T-Mobile was undeniable, with branded DJ booths and a 360 Twitter camera that produced dynamic GIFs of celebrities. The brand captured real-time moments in social media during the live broadcast with a bevy of celebrities, including Wisin, LeJuan James, Camila Colon, Gredmarie Colon and Lauren Giraldo. Reggaeton superstar J Balvin also got into the Dale Play conversation with a series of social posts.
Additional content included:
- 360 DJ@PJ experience
- Carpet editorial with Wisin and social influencer Princess Lauren
- A red carpet video with LeJuan James, featuring a cameo with his mother