Google Pixel with Alex Cooper

Campaign strategy to edutain an audience with specific product features

T-Mobile partnered with Google Pixel and Alex Cooper for a social campaign to promote T-Satellite, a product that keeps you connected even off the grid. With support from SNL’s Aidy Bryant, and The White Lotus’ Sabrina Impacciatore, “Get Lost” shows how the new Google Pixel 10 with T-Satellite saves the day when the signal gets dropped.

Creative strategy found overlap in audience, talent and product insights to ‘edutain’ (educate and entertain) viewers. With data showing that ‘70% of Americans are either using, planning to use, or open to using AI tools for travel,’ we looked for creative strategic ways in that focused on this use case. We also knew we wanted to capitalize on Alex Cooper’s strengths: storytelling, honesty and ‘unwell’ messiness. The insight became ‘the best stories often come from mishaps’ and the campaign strategy was ‘make the most of the mishap.’

Watch the whole mishap here on Instagram or TikTok.