T-Mobile Doubles Down on 'Carly' Web Videos

Huge Increase in Views Indicates Paid Promotion at Work

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The T-Mobile video debuting its pitchgirl Carly's harder edge, black-leather makeover has hung out toward the bottom of the Viral Video chart, but shot up to No. 1 this week. What changed? Likely a flurry of paid spots on sites such as Huffington Post, YouTube, Facebook and Wired. (Not to mention incessant rotation on TNT during the playoffs, as any NBA fan can tell you.)

Visible Measures says it hasn't uncovered many copies and derivatives of the video, which typically indicates sharing among viewers is relatively low.

The spot kicks off T-Mobile attempt at a comeback after mass subscriber defections in the fourth-quarter and AT&T's failed attempt to acquire the wireless carrier. The ad blitz, which trades Carly's cute pink dresses for biker leather under the tagline "No More Mr. Nice Girl," is thanks to $200 million in additional spending for the brand.

More changes are also on the horizon: T-Mobile CMO Cole Brodman will be leaving at the end of the month and the company is currently scouting for a new chief marketer.

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