TV / ACTIVIATION
The Ask
Recognizing that cultural relevance drives brand preference, T-Mobile aimed to strengthen its bond with Gen Z by transforming Magenta Status from a benefits program into an emotional brand experience—one that expanded its cultural footprint and positioned the brand as a lifestyle connector, not just a carrier.
To do this, T-Mobile partnered with The Summer I Turned Pretty, leveraging the highly anticipated third and final season of Prime Video’s #2 most-viewed Amazon Original among 18–34-year-olds. Through this collaboration, T-Mobile showcased Magenta Status perks such as concert access, travel rewards, and exclusive freebies, in a campaign that seamlessly united brand, community, and story with effortless authenticity.
The Big Idea
Summer is when ordinary moments become unforgettable. In The Summer I Turned Pretty, each season captures the magic of friendship, first love, and memories that last long after the sun sets. We saw an opportunity to connect that feeling to Magenta Status: what if T-Mobile could turn everyday moments into something unforgettable?
We brought that idea to life through “Summer Memories”, a co-branded, clip-based spot told through the lens of a T-Mobile camera roll. Each frame intertwines Magenta Status benefits with beloved moments from the show, making T-Mobile’s perks feel like part of the story itself.
The voiceover bridges both worlds, inviting fans to make their own summer memories: “hop in the front” with travel perks, “send the text” with unbeatable connectivity, and “dim the lights” with movie rewards. Together, it positions T-Mobile beyond just connectivity, as an enabler of unforgettable experiences.
Campaign Activation
The campaign reached its peak as T-Mobile transformed New York’s Bryant Park into “Cousins Beach,” bringing the show’s coastal charm to life in the heart of Manhattan. On July 16, passionate fans filled the lawn for an immersive outdoor screening of the first two episodes of The Summer I Turned Pretty Season 3, surrounded by beach chairs, branded décor, and the unmistakable glow of Magenta.
At the center of the experience was the T-Mobile Magenta Status Member Section, a VIP area offering premium seating, themed giveaways, and exclusive access designed to reward the brand’s most loyal customers with the ultimate summer night out.
With cast members in attendance and fans sharing the experience across social media, Bryant Park became more than a viewing party—it became a live embodiment of what Magenta Status promises: turning everyday moments into memories worth sharing.
