T-Mobile isn't letting its Super Bowl starpower go to waste.
At the end of its first quarter ad starring Kim Kardashian West, the carrier steered viewers to a micro-site, KimsDataStash.com, replete with behind-the-scenes content from the ad and two online videos. In one, the reality TV star pokes fun at her reputation for social media vanities. The second is a faux #SB49documentary with a film crew specializing in selfies.
Publicis Seattle created the "mockumentary" video, along with T-Mobile's two Super Bowl ads. Big Fuel produced the micro-site and the "Selfie 101" video.
T-Mobile is on a digital blitz. It was the only advertiser to run a separate ad for the NBC live-stream. On its micro-site, viewers can sign up to receive a Twitter response from Ms. West's handle. (To see the video and merit the mention, visitors must log-in with registered Twitter accounts, a coup for Twitter, which has a nagging user problem.) To manage all of its game day activities, T-Mobile built a social media "war room," with 35 staffers from the carrier, its agency partners -- OptiMedia, BigFuel and Conill -- and Twitter.