T-Mobile was the sponsor of the Ariana Grande “Sweetener World Tour.” We came up with ideas on how to use the tour as a platform to build brand love with “Arianators,” both at the events and in the retail stores. Ariana videos played in the retail locations, and recording booths were set up that let customers record their own versions of “Thank U, Next” which were shared through social channels. Illuminated magenta roses were given out to VIPs at the performances. Perks and plus-ups all along the Sweetener Tour connected customers to a sweeter, richer concert experience. And helped T-Mobile give customers and fans a veritable sugar rush.