T-Mobile 5Ghost Hunting

Advertising | UI Design

An activation that focuses on the reliability of T-Mobile’s 5G coverage with a paranormal twist.

Text that reads '5Ghost Hunting' in a dark, wooded area illuminated with pink light, with the T-Mobile logo at the bottom.

Role Art Direction | UI Design | Copywriting | Strategy

Team Solo — Porter Novelli (intern spec project)

Ghostly figures emerging through trees in a dark forest at night, created with long exposure photography.

The story

People need our 5G coverage when it really matters—like when you’re being chased by a ghost in a haunted house. Finally, you can call for help and not end up like an extra in a horror movie. Or maybe you just wanna livestream the experience without delay. Either way, T-Mobile has you covered when your life starts to look like The Conjuring.

Why people should care

T-Mobile’s 5G Network is so good that no amount of EMF or ectoplasm can disrupt your connection. You can count on T-Mobile to be reliable in any emergency.

The Activation

The media mailer includes everything you need to summon a ghost but also defend yourself. When ghosts come knocking we want you to feel prepared, and that starts with having coverage when it really matters. Next, you're gonna need some of these tools.

A collection of items related to ghost hunting and paranormal investigation, including a black book titled 'Ghost Hunting', a white bottle labeled 'holy water', a pink Ouija board with yes, no, and alphabet, a purple and pink crystal, a handheld EMF meter, a small jar of salt, pink candles, a DVD titled 'Poltergeist', a black and pink box of 'Ghost Hunting' equipment, a black case with text about ghosts and technology, a pile of sealed candies, a bundle of sage, and some loose candies on a grey surface with paint splatters.
A person holding a thermal imaging camera displaying a pink and black thermal image of a room and a person inside.

The microsite for ordering the media mailer and seeing what's inside.

T-Mobile's 5G Ghost Hunting Kit. The background features a pink and purple misty forest scene. There is a box and a portable device with ghostly forest imagery and the text, "When ghosts come knocking we want you to be prepared, and that starts with having coverage when it really matters. Next, you're gonna need some of these tools." The box and device are part of the kit to prove 5G network is ghost-resistant.
Display of items from the 5Ghost Hunting Kit, including a Ouija board, sage smudge sticks, crystals, holy water, a DVD titled 'Rosemary's Baby,' candy, a thermal imager, salt, pink candles, and a ghost hunting guide.

Besides sending out the media mailers and having people post about using what's inside, the other social aspect of this activation is #5GhostStories, which encourages people to share their paranormal experiences.

Website homepage titled '#5 Ghost Stories' featuring ghost encounter anecdotes from users Sophie, Adam, and Finn, with a 'Share Your Story' button at the bottom.
FAQs section on a dark background with white text asking common questions about the 5Ghost Hunting Kit, such as purchase requirements, shipping, quantity, delivery time, and personalization, with dropdown arrows for each question.

OOH Posters

Night scene with a figure covered by a pink draped cloth and a promotional text about 5G connection from T-Mobile.
Faint ghostly figures in a dark, wooded area illuminated in pink, with the text '5Ghost Hunting' at the top and 'T Mobile' logo at the bottom.
A figure in pink fabric. Text above reads "5G coverage when it really matters." Logo at bottom for T-Mobile.

Experiential: The T-Mobile Haunted House

5Ghost Hunting In Your Neighborhood

Select T-Mobile locations will be converted into haunted houses

You’ll be able to take 5G and the 5Ghost Hunting Kit for a test drive at our Haunted House Experience.

  • Learn how to use a Ouija board

  • 5Ghost Summoning 101

  • 5Ghost Hunting with the T-Life app

  • Hear tales of local ghost stories

  • Take a photo with a 5Ghost

  • Get some spooky giveaways

The T-Life app will host a 5Ghost Hunt

With T-Mobile, you don’t need to worry about ghostly interferences messing up your connection. But we’re always trying to improve, so we challenge you to go out and find the 5G dead zones being plagued by angry spirits.

Using geolocation and AR technology, you’ll be able to identify and report ghosts in your neighborhood.

Find a 5Ghost and win tickets to the most anticipated horror movie of the season.

Multiple pink candles are burning against a dark background, creating a soft glow.

What does success look like?

Three overlapping webpage screenshots with a Halloween and ghost hunting theme, featuring articles about T-Mobile's 5G Ghost Hunting Kit, a 5G network, and related ghost hunting accessories, set against a dark, textured background.

News Moment Milestone

The Moment: Halloween 

Spooky things happen with your coverage during October as the weather gets cooler and paranormal beings start lurking. Don’t be unprepared for this Halloween season, get a 5G connection that’s ghost-resistant.

+

The Milestone: Best Entertainment Deals

You’ll also need a provider that lets you stream the latest horror shows and movies uninterrupted. T-Mobile ONE customers with Netflix on Us will enjoy the month of October ad-free.

CTA Takeaway

Mobilize existing customers

T-Mobile customers are mobilized to find 5Ghosts and dead zones in their neighborhood to get even more entertainment perks.

Get new customers

People that switch to T-Mobile during October are incentivized with a discount voucher for a private ghost tour in their nearest city and the starter version of the 5Ghost Hunting Kit (Ouija Board, Candles, 5Ghost Hunting Guide).

Brand awareness

Participants share their #5GhostStories, 5Ghosts they catch on the T-Life app, and their experience at the T-Mobile Haunted House on social media.

A MacBook Pro displaying a microsite for T-Mobile's 5G Ghost Hunting Kit.
Next Project