T-Mobile US extends its “Never Settle for Verizon Wireless” campaign
T-Mobile US has extended the life of its narrowly focused attack on rival Verizon Wireless, with CEO John Legere taking to Twitter to announce the extension of its “Never Settle for Verizon Wireless” campaign through June 27.
The offering was initially set to run through the end of May, with T-Mobile US citing a “huge response” to the campaign for the extension.
The campaign was announced in early May, providing Verizon Wireless customers with a two-week trial of T-Mobile US service, including any costs associated with customers switching back to Verizon Wireless. The offer builds on T-Mobile US’ recent offer to pay off outstanding balances of up to $650 on devices tied to customers porting from a rival carrier.
As part of the campaign, T-Mobile US reportedly spent $200,000 on a Twitter campaign. That campaign also targeted Verizon Wireless’ “Never Settle” marketing.
T-Mobile US’ targeting of Verizon Wireless has shown success as the carrier has reported positive port-in activity vs. its larger rival. More specifically, Legere in late April said compared with Verizon Wireless, porting ratios had increased from 1.4 during Q4 last year, to 1.6 during Q1 and were at 1.8 at that point in Q2.
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