• by Aaron Baar , June 6, 2016

Having spent the last 10 iterations of its “Un-Carrier” strategy luring competitors’ customers with offers of free music and video streaming, and rollover data programs, T-Mobile is now looking at giving some perks to its current customers.

In a webcast streamed to a number of Web sites and social media, T-Mobile CEO John Legere announced its latest initiative, “#GetThanked,” a rewards program for current customers. 

“This is not about selling, it’s not about pitching, it’s just about thanking,” Legere said in the webcast. “[Other] carriers, they give you attitude. The Un-carrier, we give you gratitude.”

The centerpiece of the program is a new app, through which T-Mobile customers (after verification) can participate in “T-Mobile Tuesdays,” through which prizes and rewards are distributed every week. At launch, T-Mobile customers will be entitled weekly to a free medium pizza from Domino’s, a free small Frosty from Wendy’s and a free movie rental via Vudu. 

The company will also issue weekly surprise gifts (such as a free ticket to the movie “Warcraft”), and will offer an “epic prize” (such as a private group screening of the movie) to one customer. Partners signed up for the initiative include American Giant, Buffalo Wild Wings, Fandango, Gilt, Lyft, Major League Baseball, Samsung Electronics America, Inc., Shell, StubHub and others.

“’T-Mobile Tuesdays’ is a major investment we’re making in customers,” Legere said to customers via the webcast. “But you’re worth it.”

In addition, Legere introduced a new program, “Stock Up,” through which current T-Mobile customers will be granted one share of the publicly traded company for accounts they already have, and the ability to earn more shares by recommending T-Mobile to others. 

“Our customers have been in the driver’s seat,” Legere said. “Today I’m making it official.”

Finally, T-Mobile is thanking its customers by giving every one of them a full hour of Gogo in-flight WiFi on every equipped domestic flight. 

While other carriers have loyalty programs, Legere said T-Mobile’s is different in that it doesn’t require registration or collection of points to receive benefits. Instead, it’s immediate for all customers. 

“Loyalty programs are backwards and broken,” Legere said. “Carriers do not take care of customers, they don’t take care of customers and customers do not feel appreciated. Carriers do not know how to say ‘Thank you.’”

Legere ended the webcast in the middle of Times Square where multiple video boards touted the #GetThanked program (and promoting his upcoming appearance on Good Morning America on Tuesday to talk about the program). Questions submitted to T-Mobile about further marketing plans were not answered by deadline.