American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
The “Rule Your Day” campaign from T-Mobile was painstakingly created to provide a singular chance to respond to important research questions and evaluate the effect of their cutting-edge pre-paid services. To engage the target population, the campaign used eye-catching LED mobile billboard trucks and face-to-face guerilla marketing strategies.
The plan included two steps: First off, the attention-grabbing LED mobile billboard trucks made sure that T-Mobile’s message was seen and heard by as many people as possible. These engaging and colorful displays circulated among busy locations, drawing onlookers’ attention and establishing a lasting brand presence. This strategy served as a potent instrument for brand recall and identification in addition to arousing interest.
Second, direct, individualized contacts with the audience were established via face-to-face guerilla marketing strategies. Potential consumers were engaged by the American Guerrilla Marketing survey team who gave them a warm welcome, individualized information, and the opportunity to sample the advantages of the new pre-paid services. Through this hands-on approach, the American Guerrilla Marketing survey team was able to directly engage with the target market and get insightful input. It also helped to establish a feeling of trust and authenticity.
T-Mobile was able to obtain profound insights into customer perceptions, preferences, and reactions via the “Rule Your Day” campaign by fusing the power of LED mobile billboard trucks with the customized touch of face-to-face guerilla marketing. These data-driven findings were crucial for assessing the performance of their new pre-paid services and guiding next marketing plans.
The T-Mobile “Rule Your Day” campaign is proof of the potency of clever guerilla marketing and thoughtful data analysis. T-Mobile engaged their target audience effectively, collected valuable insights, and finally established themselves as a leader in the cutthroat telecom sector by designing and putting into practice a thorough strategy.
The T-Mobile Rule Your Day Campaign activation utilized brand ambassadors and LED mobile billboard trucks.
There are 94 Metro by T-Mobile stores in the five boroughs of New York City. Brand ambassadors were placed at each location, and our LED Mobile Billboard Truck fleet visited each location every hour for 30 days on a rotating schedule through assigned zip codes.
Consumers received a special offer after completing the survey and sign-up. OnePlus Nord N10 5G phones were given to customers who met the right criteria.
There are 94 Metro by T-Mobile stores in the five boroughs of New York City. Brand ambassadors were placed at each location, and our LED Mobile Billboard Truck fleet visited each location every hour for 30 days on a rotating schedule through assigned zip codes.
Disclaimer: Of course, the result of any case study are specific to its facts. We can’t guarantee that any other campaign will drive similar results, including increased traffic, end-user activity (click-through or secondary-action rates), or revenue.
AGM partnered with Metro by T-Mobile to execute one of New York City’s largest LED billboard truck activations, deploying twelve digital advertising trucks across all five boroughs for a full month. The objective was to elevate brand presence, increase citywide awareness, and reinforce Metro by T-Mobile’s prepaid positioning across high-traffic commercial corridors. The LED trucks operated 10–12 hours daily, circulating through Manhattan, Brooklyn, Queens, the Bronx, and high-density transit corridors to create constant brand visibility.
Metro by T-Mobile engaged AGM to drive large-scale awareness, promote plan switching, create competitive visibility against other carriers, and increase store traffic throughout New York City. The brand required widespread coverage, consistent repetition, and a mobile-first media approach that could saturate multiple neighborhoods simultaneously. The campaign was designed to meet consumer audiences directly on the street where decision-making for prepaid wireless purchases often occurs.
AGM developed a fleet-based strategy using twelve LED billboard trucks to blanket New York City with simultaneous impressions. The approach maximized visibility by maintaining constant movement through major hubs including Times Square, Midtown, Herald Square, Union Square, Soho, the Financial District, Williamsburg, Downtown Brooklyn, Long Island City, the Bronx, and Queens.
The creative direction leveraged bold, high-contrast visuals and clear messaging, supported by a content strategy that included daily photos, videos, and store-front drive-bys. This ensured that Metro by T-Mobile’s presence was not only seen across the city but also documented for digital use.
The LED trucks displayed crisp, high-resolution digital creatives that showcased Metro by T-Mobile’s “Rule Your Day” campaign. AGM managed technical calibration, route planning, fleet coordination, and operational oversight across all twelve units.
The campaign did not involve additional formats or street teams; the emphasis remained on mobile digital out-of-home saturation through the citywide LED fleet.
For the duration of the month-long activation, the twelve LED trucks operated 10–12 hours per day, targeting commuter rush hours, mid-day shopping periods, and evening foot-traffic. Routes were optimized to ensure consistent visibility and wide geographic coverage.
The trucks appeared in front of carrier retailers, high-density shopping districts, transit hubs, event areas, and residential neighborhoods, ensuring that the campaign reached diverse segments of New York City’s population.
The activation delivered extensive citywide reach and a strong competitive footprint for Metro by T-Mobile. The trucks generated millions of impressions across major corridors and boroughs, aided by consistent daily routing and full-fleet visibility.
AGM captured ongoing content throughout the campaign, supporting the brand’s social distribution and internal reporting needs. Footage and stills were used by the client to highlight citywide dominance and increased consumer touchpoints during the activation period.
This LED billboard truck campaign succeeded by combining scale, duration, and comprehensive geographic coverage. AGM’s deployment of twelve trucks established Metro by T-Mobile as a dominant presence throughout New York City, reinforcing brand recall and supporting plan-switching behavior.
Future clients should understand that AGM can deploy large fleets across complex markets, manage logistical challenges, and deliver sustained visibility with precision and consistency.
LED trucks offer mobile, high-impact visibility that can reach multiple neighborhoods in a single day, making them ideal for large urban markets like New York City.
The campaign ran for four weeks and included twelve LED billboard trucks operating daily across New York City.
AGM deployed trucks throughout Times Square, Herald Square, Union Square, Midtown, Soho, the Financial District, Brooklyn, Queens, and the Bronx.
The campaign supported Metro by T-Mobile’s “Rule Your Day” message, encouraging store visits, plan switching, QR engagement, and awareness for prepaid offerings.
The use of twelve LED trucks for an entire month, covering every major borough, made this one of the most extensive citywide LED fleet deployments executed by AGM.
