T-Mobile and The Marketing Store respond to COVID-19

T-Mobile has been actively responding to COVID-19 since the start of the pandemic, giving back whenever and wherever possible, and we’re proud to have harnessed the power of T-Mobile Tuesdays to aid in this effort.


So far, T-Mobile’s response has benefitted Feeding America, the Boys and Girls Clubs of America and the CDC Foundation.


Feeding America


In March 2020, T-Mobile partnered with Feeding America, the nation's largest hunger relief organization. We helped translate this partnership into an in-app experience that offered customers a way to take action and make meaningful change.


Rather than redeem a typical T-Mobile Tuesdays offer, customers had the chance to help build Feeding America’s COVID-19 Response Fund through their actions in the app. Each customer click was converted to a T-Mobile-funded donation of $1 dollar towards Feeding America.


The result? $700,000 donated in total, directly benefitting food backs across the country.


“Give Thanks, Not Pranks”


For April Fool’s Day 2020, T-Mobile uncharacteristically encouraged people and companies not to focus on pranks but to give thanks and spread kindness.


Starting April 1st, T-Mobile donated $1 up $200,000 every time anyone tweeted a gratitude story using #GiveThanksNotPranks and tagged “@TMobile.” And, each time a customer texted “THANKS” to 50555 to donate $5, T-Mobile matched the donation, raising $300,000. 


Altogether, these donations added up to $500,000 for the Boys & Girls Clubs of America COVID-19 Relief Fund.


The T-Mobile Tuesdays App prominently featured this initiative and encouraged users to join in to make a difference for those on the front lines of the pandemic.


But it doesn’t stop there. Not only did T-Mobile encourage customers around the world to get involved but also called on other companies to get behind #GiveThanksNotPranks and give to the relief charity of their choice.




Since 2012, the global generosity movement Giving Tuesday has encouraged people to give back in ways big and small, from helping out a stranger to donating to charity or standing up for an important cause.


Though typically Giving Tuesday falls after Thanksgiving, the non-profit decided to launch #GivingTuesdayNow on May 5, 2020 to provide much needed support for those most affected by the pandemic. 


In honor of #GivingTuesdayNow, T-Mobile donated 500,000 medical face masks to healthcare workers in high-need areas through the CDC Foundation. The company and its partners also “went blue” for the day, lighting up their headquarters in blue and swapping out the T-Mobile Tuesdays app’s iconic magenta background for a blue one to raise awareness for this cause.


And, T-Mobile helped provide childcare options for frontline works through its Essential Accessories, Essential Assistance Offer. For each purchase of an eligible phone accessory — including cases, screen protectors, charging products and more — the company donated $5 to the Boys & Girls Clubs of America COVID-19 Relief Fund, raising up to $100,000 total.


T-Mobile Tuesdays users had the chance to show their appreciation for healthcare workers too via the Tuesdays app. All they had to do was click a button to auto-populate and publish “thank you” tweets from their personal accounts.


A people-first organization, The Marketing Store is happy to be part of any effort to give back and benefit the people in our community and beyond it. We look forward to continuing to partner with our clients and leveraging our programs, like T-Mobile Tuesdays, whenever we can to do good.


To read more about T-Mobile’s full COVID-19 response, visit the brand’s website here.

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