T-Mobile Sponsors Ariana Grande US Tour to Attract New Customers

Smartphone penetration hit 85% last year, a development that has forced telecommunication companies to think of creative ways to lure customers from competitors. T-Mobile (TMUS) has embarked on an aggressive marketing campaign as it looks to retain and attract new customers amid soaring competition.

The company has since confirmed it will sponsor the upcoming Ariana Grande Sweetener US tour. By offering concert exclusives through its social media platform, T-Mobile should be able to market its products as part of the new marketing strategy. Exclusive discounts on stage-front tickets as well as a behind-the-scenes peak are some of the items that the company hopes to leverage to attract customers to its platform.

The fact that only T-Mobile customers will have access to the perks on offer as part of the pop superstar tour should give fans a reason to join the network. Some of the benefits on offer include premium Ariana Grande pit tickets.

Leveraging Ariana Grande’s popularity is part of T-Mobile’s marketing strategy as the race for millennial customers heats up. Telecommunication companies have had to think outside the box as they seek to draw and retain customers.

Companies are no longer relying on pricing to promote products and services. Tapping new channels is the latest tactic that companies are using to capture consumers’ attention.

AT&T (T) is another company that has also embarked on an aggressive marketing campaign, as it seeks to hold on to its customer base and attract new clients. The company has already replaced Verizon (VZ) as the lead wireless telecom sponsor. With the multiyear deal, the company has acquired marketing rights for NBA, USA Basketball G League, and WNBA.

Verizon plans to attach Apple Music access to its unlimited mobile phone plans as part of its marketing strategy. Sprint (S) is relying on an app-based rewards program that provides customers access to a number of benefits to lure and retain customers.

United States Cellular (USM) has also embarked on an investment drive as it seeks to become a key player in the 5G field. With roughly about 5 million customers, US Cellular is eyeing 5G fixed wireless services to make use of excess network capacity in rural areas.