T-Mobile's $200,000 Twitter campaign against Verizon backfires as the backlash grows

T-Mobile's $200,000 Twitter campaign against Verizon backfires as the backlash grows
Are T-Mobile's days as the mobile tail wagging the industry dog coming to an end? Did CEO John Legere bite off more than he could chew? Did the caped crusader finally meet his match? You might recall that T-Mobile recently took Verizon's hashtag # NeverSettle and turned it on its head. The "disruptive" mobile operator used the hashtag #NeverSettleforVerizon to promote its trial offer for customers of the nation's largest carrier.

Under the trial plan, a Verizon customer ports his number to T-Mobile while keeping his Verizon phone in a drawer just in case. T-Mobile provides a phone for the trial. If the customer is enthralled with T-Mobile, he forfeits his Verizon handset, T-Mobile pays the balance owed on his Verizon equipment installment plan or an Early Termination fee up to $650 per line, and that's that. If the customer decides that he doesn't want to leave Big Red, he simply turns in the loaner handset from T-Mobile and everyone is square.

In promoting this offer, T-Mobile decided to spend $200,000 to push its #NeverSettleforVerizon hashtag to the top of Twitter's trend list. But this campaign backfired as many tweeted back their support for Verizon. This is the first fail that we have seen from T-Mobile in some time although we're pretty sure that T-Mobile's CEO isn't going to see it that way. In fact, we'd expect some sort of spin to be tweeted out from his Twitter account before too long, followed by a new Uncarrier initiative. And you know that it is going to be a big one to make up for this debacle.

Eventually, John Legere will probably write this off as a lesson learned. The lesson is that Verizon is currently untouchable. If Legere is as smart as we think he is, T-Mobile will continue to go after Sprint and AT&T customers until it is big enough to take on Verizon in a rematch. It might take some time, but this is one defeat that T-Mobile's CEO is going to want to avenge.


source: #NeverSettleforVerizon via Mashable

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43 Comments

1. Nabil111

Posts: 105; Member since: Apr 14, 2014

I wonder why no one ever did this before. It seems like John Legere makes himself the perfect target for these kinds of backfires. Also notice how the only time T-mo mentions their network in these ads is to show how many subscribers they've added and their faux-G footprint and speed next to a tower. Perhaps thats the plan and just attack on price, because who would argue against someone saying "cheaper is better!".

17. medicci37

Posts: 1361; Member since: Nov 19, 2011

I don't see it as a fail. He's getting lots of promo & I'm sure a lot of people will take tmobile up on their offer

27. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

These Tweets are what shows the major fail that this campaign is. Once T-Mobile is on the same level as Verizon in terms of service, then you can drop that line & campaign. Frankly T-Mobile service is nowhere NEAR Verizon. This is embarrassing & looking very foolish by T-Mobile. Remember these are the Tweets we have been shown, imagine all the ones not shown. #fail

38. dtam83

Posts: 5; Member since: Oct 10, 2013

I find your comment completely asinine. Be realistic, tmobile coverage will never be at Verizon in terms of service, Verizon had a headstart, free spectrum, and more money to spend. but...you are completely missing the point of the campaign. anyone that is unbiased would read #neversettleforverizon as keep an open mind and not just take their word for it.

2. TechnoTechyes

Posts: 71; Member since: Jan 24, 2011

I don't know if a Twitter backlash means fail. Especially with the comments being rather stupid. Like: "I don't deal with companies that bash..." (As if Verizon is not a bashing company?) I think the only thing that matters is if Verizon customers are going to T-Mobile. And, I'll bet some people are. P.S. If Verizon were the only player, they would be charging $250/mo. per line, (still make people pay for long distance, roaming, data, and texting. As long as NO MOBILE COMPANY wins this game, every consumer wins.

25. corporateJP

Posts: 2458; Member since: Nov 28, 2009

Nah, they just found a dozen VZW employees posing as customers that would take a bullet for their slave masters. They're losing subs, don't you worry. May not all be going to T-Mobile, but they're going. I've said it before, some of the other networks are catching up. Now people are starting to realize the overpriced, overhyped puppet show that Verizon has been putting on...and that Scammo is a weiner...

28. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

I usually agree with most things you say, but to say that T-Mobile & others are catching up to Verizon is frankly crazy talk. They are WAY behind, Verizon keeps adding & adding. They clearly don't rest on their laurels. Verizon is the only one constantly improving & putting money back unto their networks, yes others are doing it as well, but NOT nearly on the same level as Verizon.

32. defcon888

Posts: 39; Member since: Nov 03, 2014

Verizon has more $$$ to reinvest on a larger scale. T-Mobile might never catch VZW, but if they can shake things up and make AT&T and Verizon change things.....we all win!

39. dtam83

Posts: 5; Member since: Oct 10, 2013

basically once you added "& others" you show yourself as a Verizon fanboy, which is fine. I'm no fan of AT&T but to say they are not on par or close to Verizon coverage is just crazy talk.

3. techman001

Posts: 5; Member since: Feb 14, 2013

who's to say verizon didnt send an army of people to flood the hash tag? would not put it past them.

26. corporateJP

Posts: 2458; Member since: Nov 28, 2009

^this.

29. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

That can be said of any corporation. This is not new tactics. T-Mobile is guilty of this as well. There is really nothing new here.

4. theguy2345

Posts: 1216; Member since: Jun 24, 2014

It seems that Verizon users seem to bash everything else. I tell people I have T-Mo, and they say "EW, T-Mo sucks get Verizon". It's annoying, elitist and uncalled for. Just because I don't subscribe to the same service, doesn't mean I am below you. Plus, I pay $30 a month for unlimited on a T-Mo plan, something you can't get on Verizon.

7. 14545

Posts: 1835; Member since: Nov 22, 2011

I'm on Verizon because I still have unlimited data. But I have to say, some people are just dumb. I would up and leave shammalongadingdong and vzw in a heartbeat if they take my unlimited data. I say this as a person who really doesnr abuse my unlimited data either. I usually only use about 2-4 gb. But I don't want to be subject to stupid arbitrary caps.

33. defcon888

Posts: 39; Member since: Nov 03, 2014

I was with Verizon and had Unlimited data as well.....I would regularly use about 5 to 6gb a month because I never connected to WiFi (Home or Office). But I made the movie to T-Mo last year and only have a 2.5GB plan. I have gone over that ammount 2 times and only had to wait a couple of days until ir recycled. I connect at home and the office and I have WiFi calling. T-Mo isn't perfect, but for what I get, it is perfect!

16. jmonteiro829

Posts: 261; Member since: Feb 13, 2012

You will find most of those people don't really know much about technology and really don't know how bad Verizon is screwing them out of their money. I start to tell them what I have with T-Mo and explain to them how bad Verizon is robbing them with their service tiers and overages then the tune changes. It seems (At least for me) that most people just go with what people they know say about T-Mo and may have not actually tested the service out. I live in CT and the service is pretty rock solid where I live and frequent. The amount of money saved is enough for me to leave Verizon and never look back. The real question people have to ask about their phone service is: Do I really spend that much time in areas that T-Mo may have spottier service? Do I spend a large amount of my time away from WiFi (could just use WiFi calling). Do I really need to spend a much larger amount of money to cover me when I am in areas that T-Mo may not be the best (especially if is possibly a day or two out of a month). The time spent in great coverage with T-Mo and possibly not having it a few times a month was not worth it for me to spend more money when the places I frequent have good service. WiFi calling for the win when in doubt!

5. Pattyface

Posts: 1658; Member since: Aug 20, 2014

I dislike this guy so much.. He needs to focus that money on better coverage. Before anyone tries to rebuttal this statement look at the Swiss cheese coverage map. It is simply not good enough no matter how much cheaper it is. This is one area I won't cheap out. AT&T and Vzn are well worth the price

10. alouden unregistered

I don't mind his antics. But the coverage in the sticks was enough for me to leave t-Mobile. Service in the cities is great. But when I travel, it is a different story. That has not changed. I keep hearing that t-mobile is working on coverage. But users seem to be saying something different.

19. Doakie

Posts: 2478; Member since: May 06, 2009

If coverage in cities is great, where you spend 99% of your life but the 1% of your life when you travel you get bad coverage.... You're paying too much 99% of the time just to have coverage that 1% of the time. TOTALLY LOGICAL!!!

23. DnB925Art

Posts: 1168; Member since: May 23, 2013

Unfortunately for people who spend a lot of time on the road, try having a vehicular breakdown and you get no T-Mo service (not even for voice). Personally I have 3 phones on 3 different networks (T-Mo, Sprint and Cricket (AT&T prepaid)) and by far the best coverage everywhere is Cricket (AT&T) with Sprint (believe it or not) 2nd best and T-Mo last. Sometimes people are willing to spend a little extra for that peace of mind knowing they have coverage out in the sticks, or along Interstate 5 between LA and San Francisco (where surprisingly Sprint and AT&T have at least voice service but ZERO voice service on T-Mo).

34. defcon888

Posts: 39; Member since: Nov 03, 2014

I live in the sticks but work in the city. T-Mo has WiFi calling which is perfect for when I am at home. When I am at the office (which has HORRIBLE service unless you are AT&T), I connect to the network and get perfect service. I never think of being connected while driving home and if I don't get a great signal...it is nice to take a TECHNO-Break every now and then.

6. scsa852k

Posts: 331; Member since: Oct 16, 2012

It would've been smarter to spend that money for the existing customers by improving their services. Why would you go after undisputed #1 carrier> A broken arrow missed by a thousand miles.

8. shiftt

Posts: 333; Member since: May 03, 2015

Lol, the struggle is real.

9. HASHTAG unregistered

Well T-Mobile doesn't provide coverage for ANY part of my state, so I can't really say anything good about them.

11. rob5150

Posts: 183; Member since: Oct 31, 2011

Long island new York I get crazy fast LTE on T-Mobile with decent call quality out and about and excellent call quality anywhere inside with WiFi calling. Also cellular service in general is a locality kind of thing. Every company has good areas and bad. If you are really interested in seeing how cellular signals work. You should Google . how different cellular frequencies affect reception. And also the importance of the upcoming FCC spectrum auction. If T-Mobile is able to acquire more low band frequencies then their signal can travel further.

12. arch_angel

Posts: 1651; Member since: Feb 20, 2015

If verizon is untouchable then so is at&t.

13. skymitch89

Posts: 1452; Member since: Nov 05, 2010

Only reason I would go to T-Mobile is if I need to depend on my phone for Internet at home again. I was with Sprint to have unlimited data because that was my home internet where I lived, but now i just want coverage & reliability, which is why I switched to Verizon.

14. DROIDX0430

Posts: 469; Member since: Nov 24, 2010

verizon is the best hands down. been with them for 15 years. i pay 110 after discount for 30 gigs and 15 per line x 5 lines and i own all five lines my bill is 202 after taxes for 30 gigs and 5 smartphones with unlimited talk and text. att cricket. tmobile sprint arent worth it for call quality and coverage. thats 40 per line after taxes

15. DigitalBoy05

Posts: 276; Member since: Jun 04, 2011

Are you on installment plans with your phones or are you buying at full price/ living with an older device?

18. phonehome

Posts: 812; Member since: Dec 19, 2014

I laugh at anyone who has been with Verizon (or ATT) for that long but doesn't have unlimited data.

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