Good example of an integrated marketing campaign. T-Mobile started this in London where the event became a hit on social media and the radio before people even knew what it was all about.
Thanks to platforms such as Twitter and Facebook the news spead quick and thousands of people attended the event on trafalgar Square.
The events travelled across the UK and generated an enormous amount of free coverage, and also content that could be used later using an array of touchpoints. T-Mobile increased sales and awareness thanks to this cleverly integrated campaign.