Here’s another Un-carrier move for T-Mobile: Recruiting Kim Kardashian West to star in its Super Bowl commercial.
In the past, T-Mobile’s celebrity spokespeople have included Actress Catherine Zeta-Jones, but now it’s tapping someone a little more edgy and mainstream. Kardashian, the reality TV star who is married to rapper Kanye West, announced the commercial this afternoon, adding that the 30-second spot will premiere tonight on “Conan.”
Update: The commercial is now live and can be watched above. In the commercial, Kardashian mocks herself, telling people that millions of gigs of data are taken back by carriers every month. “Tragic,” she says, adding that people could have used them to see her many outfits or follow along with her most recent commercial.
West’s social media presence likely appeals to T-Mobile since it heavily relies on Twitter to interact with its customers. She announced the spot on Monday afternoon to her 28.1 million followers.
In an interview with AdAge, T-Mobile confirmed the importance of her social media following, saying was more of a social media event than it was a commercial. Kardashian has also agreed to interact with customers on behalf of T-Mobile during the Super Bowl, and will post behind-the-scenes footage on Instagram, where she has another 25 million followers.
AdAge notes this is the second appearance for T-Mobile in the Super Bowl, which bought three spots last year. Publicis Seattle worked on the spot.
T-Mobile’s CEO John Legere quickly responded to Kardashian West’s tweet earlier today, saying she “rocked it!.”
— John Legere (@JohnLegere) January 26, 2015
T-Mobile is going big this year at the Super Bowl, piggy-backing on the Seahawks popularity in the run up to the game this weekend. Earlier today, we reported that Seahawk Richard Sherman inked an endorsement deal with Bellevue-based T-Mobile.
Sherman is also very active on Twitter with 1.2 million followers. Legere is close to breaking 1 million.
“Richard and I share the same philosophy – compete aggressively, shake up the status quo and most importantly, give it everything you’ve got … every time,” Legere said . “With that kind of alignment, this partnership just flat-out makes sense.”