Autumn 2017 was notable for two events: 1) a record-breaking baseball postseason, and 2) an extremely destructive hurricane season. For T-Mobile, the official wireless sponsor of Major League Baseball, the hurricanes that struck Texas, Florida and Puerto Rico were personal, as the company saw the devastation impact both customers and employees. So, going into the baseball postseason, T-Mobile launched a campaign with one distinct goal: Tap into the huge amount of MLB conversation to raise funds for hurricane recovery.
T-Mobile launched an innovative, multichannel campaign, harnessing the synergy of TV+Twitter to drive impact for their brand and purpose. The wireless carrier donated $10,000 for each home run and $1 for each user mention of the #HR4HR hashtag. During the World Series, these numbers were doubled. T-Mobile involved MLB players, teams, and FOX broadcast to spread awareness and collective action; additionally, they ran pre-roll video promoting the campaign before game highlights posted to the @MLB Twitter feed, to further engage baseball fans in the cause.