T-Mobile is going big in baseball's All-Star Game to hype its new Mobile Without Borders feature, which lets certain subscribers make calls, text and use data in Mexico and Canada without extra charge.
The carrier is in its third year of MLB sponsorship, but will become the first "presenting sponsor" for the All-Star Game, according to the company. The game airs Tuesday on Fox.
A new "Mobile Without Borders" commercial will air five times during the game, T-Mobile signs will appear prominently in the Great American Ballpark in Cincinnati, and digital signs will promote T-Mobile in concert before the first pitch, according to Mike Belcher, VP-media and consumer engagement, T-Mobile.
"We're going to be amping up the brand presence," Mr. Belcher said, adding that the carrier seized on the All-Star Game because it's one of the biggest events of the summer.
Amping up, of course, is a reference to the "Uncarrier Amped" positioning the company adopted last month.
T-Mobile hopes to create significant engagement online with a social media contest asking Twitter users to predict which player will hit the game's first three-run home run. Up to 10,000 winners will receive $500 travel vouchers to Mexico or Canada.
T-Mobile said Thursday that preliminary numbers for the second quarter showed 2.1 million total net customer additions, including more than 1 million net branded postpaid customers. That would make the period the ninth consecutive quarter with more than 1 million total net customer additions, and the fourth with more than 1 million branded postpaid net additions.
T-Mobile is the fourth-largest carrier in the U.S., behind Verizon, AT&T and Sprint.
It is the nation's 11th-largest brand by U.S. measured media, according to Ad Age Datacenter analysis of Kantar Media, spending about $696 million in 2014. AT&T is the biggest brand by that measure, spending about $1.4 billion in 2014.