“Zdravo Makadonia! I’m Katy Perry, and I need your help!” The campaign began with a call-to-action in online, on TV, print, radio and OOH. T-Mobile customers from across eight European countries could take part in a contest to win a spot in the official music video for Katy’s new song “Firework.” Participants were asked to show off their creativity and their “inner spark” – important for the message of the “Firework” song. Finally, the local online communities chose those who would participate in the video.To stretch the sharing even further, one of the participants from each country became part of the local T-Mobile campaign itself. From the moment they knew that they were joining Katy at the video shoot in Hungary, they shared their preparation for the video – calling friends, organizing travel --, as well as their thoughts and feelings about the event, with a wider audience.

The campaign was highly engaging:Over 38,000 fans across 8 markets submitted video entries to the campaign. Over 400,000 votes were made for the best local videos. T-Mobile’s Facebook fans grew tremendously: 175,000 new Facebook fans across all markets. Katy’s Firework video became a huge success: 150 million video views -- the #17 music video of all time.The behind-the-scenes “Making Of” video about the T-Mobile video participants garnered more than 450 T views. Telekom’s internal “Brand Fit” tests showed that the campaign drove the “Life is for Sharing” positioning, with an average of 10% uplift over all markets.