When T-Mobile and their agency were looking for a fun way to target potential employees for a recruitment campaign in Seattle WA, they turned to our experiential division at EMC Events. T-Mobile was counting on our team’s years of knowledge about street-level executions to create a fun and energetic experiential plan that reflected the T-Mobile culture and brand.


EMC Events designed a campaign that reached the desired audience by tapping into the popularity of the local food truck culture. T-Mobile’s #BeMagenta coffee and treats truck simultaneously engaged the community with a welcomed service, while positioning the brand in key areas where potential employees would go for lunch. The coffee truck was able to drive to different locations around Seattle, with brand ambassadors distributing free coffee, tea, cookies and other materials — all while interacting on a personal level with T-Mobile’s potential new employees.



T-Mobile created a fun, energetic, and refreshing event with the coffee truck. The truck was filled with free branded swag such as cookies, cold drinks, hot drinks, rally towels, selfie sticks, sunglasses and paracord bracelets. Brand Ambassadors were on hand to distribute materials and chat with those that stopped by about T-Mobile’s available positions. In addition to other success criteria, swag like this helps brands quantify experiential marketing success and engagement by tallying distribution numbers at the end of each day.



T-Mobile was able to maximize the campaign by activating at local hotspots such as South Lake Union, the Bellevue Food Pods, Safeco Field, Fremont, the Space Needle, Pikes Place and Seafair. T-Mobile also mobilized their own workforce as brand evangelists for careers at T-Mobile, with 42 of their employees working as brand ambassadors throughout the 5 day campaign.


Strategy: Use experiential activations to raise awareness about T-Mobile’s recruitment, and drive employee acquisition within the Seattle market.

Tactics: To reach T-Mobile’s audience, EMC utilized a coffee truck that was filled with cold and hot tea and coffee, as well as cookies and branded swag. 42 of T-Mobile’s own employees, including the CEO, joined the truck to interact with potential employees and help hand out materials.

Results: T-Mobile had a massive amount of reach with this campaign with over 7,000 one-on-one engagements over the course of 5 days, nearly 1 million social media impressions. Through this relatively brief campaign, T-Mobile was mentioned in 26 media pieces, 6 broadcast news segments, 5 articles, and 10 radio mentions.

In total the team distributed:

  • 6,000 Cookies
  • 4,600 Drinks
  • 2500 Sunglasses
  • 1000 Rally Towels
  • 350 Paracord Bracelets
  • 250 Selfie Sticks


 Is experiential part of your consideration set while planning? It should be. Contact us today to find out more, including how easy it is to get started with these exciting campaigns.