Big Fuel and Tool Bring you Selfie Tweets from Kim Kardashian for T-Mobile’s Super Bowl XLIX Social Campaign

Integrated production company Tool and T-Mobile’s social-media agency of record Big Fuel recently teamed up to deliver the mobile carrier’s first-of-its-kind social Super Bowl campaign connecting twitter users directly with Kim Kardashian. The initial video push from Publicis Seattle launched Monday 9/26 and already boasts nearly 14M views on YouTube: #KimsDataStash.


The new social experience created by Tool and leveraging interactive director Jason Nickel’s proprietary dynamic video platform, Imposium, asks twitter users to watch a 30-second dynamic film that becomes personalized with connection to each user’s Twitter account. The film integrates the user’s handle and ends with them receiving a tweet from KK herself with exclusive content. Controlled by Kardashian, the tweet comes from the T-Mobile handle with many exclusive images so that the user can repeat the experience multiple times with a variety of entertaining results.

Big Fuel and Tool’s joint effort resulted in a unique technological accomplishment in social media, with video that dynamically renders cross-platform in under 20 seconds.

“This is a completely new exclusive tool that has never been launched on this scale,” said Nickel. “Over 5000 servers are needed to support the renders and the site itself – Twitter had to open its bandwidth cap for this.”

This project follows a string of technical achievements in both the advertising and entertainment space for Tool. Recent projects include an interactive novella for Land Rover, an interactive map for Airbnb, and an interactive music video for Trey Songz feat. Nicki Minaj’s recent hit “Touchin’ Lovin’.”

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny…visually engaging…and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.

About Big Fuel:

Big Fuel is a full-service digital agency with social expertise at its core. For more than 10 years we have been at the forefront of social as a marketing platform, merging the discipline and rigor of a traditional agency with the speed and agility needed in this real-time environment. We create digital experiences and branded content, manage the social media channels and develop strategies for clients including: T-Mobile, Walmart, Metro PCS, Aflac, Ally Bank, Bridgestone/Firestone Tires, Weight Watchers, Gatorade, GM, Burger King and Tourneau.

Big Fuel is part of the Starcom MediaVest Group division of the Publicis Groupe.




Agency: Big Fuel
Client: T-Mobile
Chief Creative Officer: Jon Resnik
Creative Director: Dan Licht
Sr. Art Director: Brad Dechter
Copywriter: Dan Asulin
Designer: Maggie Brennan
Director: Matt Barnes
Director of Photography: Alejandro Lalinde
Producer: Joao Martins
Editor: Chris Hall

Production Company: Tool
Interactive Director: Jason Nickel
Executive Producers: Christopher Neff, Dustin Callif, Oliver Fuselier, Matt Winkel
Head of Digital Production: Joy Kuraitis
Developers: Josh McGrath, Zack Brenton, Greg Webber, John Munn
Technology Manager: Vincent Toscano
Designer/ACD: Josh Jetson
Sr. Interactive Producer: Norma Kwee
Producer: Joanna Rhodes
Post Producer: Izabella Frank
VFX Supervisor: Fred Raimondi, Ben Looram
Lead Compositor: Simon Holden
Tracker: Zach Hansen
VFX Producer: Joyce Pan