During T-Mobile’s UnCarrier 4.0 conference at CES 2014, the company announced a new option that it hopes will attract customers away from Sprint, Verizon and AT&T. To put it simply, T-Mobile will pay the early-termination fee and will provide a credit for your current smartphone. In an effort to help spread this promotion, it’s offering a “Breakup Letter” that customers can post to social networks announcing their switch to T-Mobile.
It’s a clever move by a carrier that has relied not entirely on a huge marketing budget (though it does throw lavish parties, despite comments to the contrary), but instead on the power of social networking to get its message across to new customers. It’s a unique approach that appears to be working very well for consumers. Sprint, Verizon and AT&T might not like the letter very much: we’re told that when you create one and share it to a social network, they’ll be tagged in each post.
The letter basically allows you to mad-lib the message that you want to send, and you can then share it with the social network of your choice. Will it work? Who knows? But it’s a unique idea. Here’s a sample letter: