There are few things as exciting in sports as a home run, and home runs were a perfect fit for T-Mobile given their disruptive and game-changing ability. The Un-carrier knew this was their moment to incite fans to act, if they could find a compelling way to connect.

#HR4HR – Home Runs for Hurricane Recovery – was born and executed only days before the MLB Postseason with a simple premise – T-Mobile would donate $10,000 for every home run hit throughout the playoffs, plus an additional dollar every time fans tweeted the hashtag. #HR4HR made hurricane recovery part of the in-game action and T-Mobile doubled down on their pledge during the World Series by donating $20,000 for every home run and $2 for every hashtag use. The program added to the entertainment value of every game, giving fans a reason to participate in a second screen experience throughout the playoffs.

The Postseason kicked off with T-Mobile’s CEO guaranteeing a minimum donation of $1M: $10,000 for every homerun and $1 for every #HR4HR tweet. During the World Series, the donation amounts doubled.

We went beyond just running our :30 spot; in broadcast we drove awareness through in-game integrations via innovative :06 ads that were weaved into gameplay on FOX. We had live #HR4HR in-game features leveraging on-air talent to provide real time donation updates with a call for fans to donate after home runs were hit. Live game viewing was captured across streaming and through our NLDS presenting sponsorship.

Twitter was instrumental when combined with broadcast in propelling #HR4HR usage with a promoted trend to kick off the World Series and amplified posts. Influencer support via players, teams and celebrities also drove the message. Pre-roll/display captured interest with fans and branding in retail stores in World Series markets helped drive awareness.

The MLB playoffs delivered a record breaking 104 home runs and #HR4HR delivered 9.4+ million social engagements and 776K Tweets from fans, together raising over$2.78 million for hurricane recovery – $1.78 million over the originally stated goal of $1 million.

Additionally, the T-Mobile brand significantly benefited from the activation netting 60% campaign awareness among MLB fans and a net sentiment score of 84% in October 2017.

• 60% campaign awareness among national MLB fans (+42% YoY)

• 84% net sentiment score in October 2017 (+24% from September 2017)

• 2.01 billion social media impressions

• 87% of #HR4HR were generated during game broadcasts

• #HR4HR ads were two of the top four ads from Big 4 wireless carriers in 2017

• Extensive earned impressions totaling 244M+ across 3,241 stories