Two weeks after T-Mobile's Never Settle trial was launched, it is still humming along nicely. But it appears that the carrier's #NeverSettleForVerizon promotional hashtag, which T-Mobile paid for, is not doing so well. As a matter of fact, there are reports that T-Mobile is completely withdrawing the use of the hashtag.
T-Mobile had launched #NeverSettleForVerizon earlier this month as part of a marketing initiative to encourage subscribers of Verizon Wireless to switch to T-Mobile. The promotional hashtag was deliberately picked by T-Mobile as a response to the Big Red's own Never Settle marketing tagline. In T-Mobile's promo, subscribers under Verizon Wireless were given a two week trial of T-Mobile's LTE network absolutely free of charge.
As reported by Adweek, T-Mobile paid a significant amount, specifically $200,000, in order to promote the #NeverSettleForVerizon hashtag on Twitter and on other social media platforms. It was clearly an effort by T-Mobile to get people use the hashtag when tweeting or posting anti-Verizon sentiments on the Internet.
On paper, it looked like it was a clever strategy in getting current Verizon Wireless customers to air their grievances regarding the Big Red's services via the web, particularly on social media channels.
Unfortunately for T-Mobile, the ploy backfired, with the carrier getting a taste of its own medicine. T-Mobil's own disgruntled customers took to the Internet and expressed their frustrations regarding the carrier's shortcomings in its network and services.
And what is worse -- Verizon Wireless subscribers got in on the act too. Some customers of the Big Red specifically cited T-Mobile's inferior LTE coverage, which to be honest, has been a rather lingering issue for many a T-Mobile customer for some time now.
T-Mobile has always been one that is not afraid of calling out its rival carriers. Before Verizon, T-Mobile had also targeted AT&T and Sprint in previous promotions. But this time around, apparently, by attacking Verizon's network coverage (which has been the Big Red's biggest draw since, well, ever), T-Mobile may have bitten more than it can chew. Targeting your competitors can be a good marketing strategy, but sometimes, you just can not predict how fast these attacks can boomerang and hit you in your behind.
The #NeverSettleForVerizon hashtag is actually still being used. T-Mobile, however, has since taken it out from Twitter's Promoted Trend list. John Legere, the outspoken chief executive officer of T-Mobile has not commented much regarding the withdrawal of the promotional hashtag.
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