Apartment 5G Roomies T-Mobile, Hershey's Greet Trick-Or-Treaters

Dare your kids trick-or-treat at Apartment 5G this Sunday, Halloween?

Sure, since there should be nothing scary about a team-up between T-Mobile and Hershey’s Reese’s.

The two brands are calling the one-day-only event a ”5G Upgrade” to Halloween, since Reese’s Take 5 bar is being repackaged as a Take 5G bar, with T-Mobile as usual touting its ability to upgrade nearly the entire country to the faster 5G technology.

On Oct. 31, the two brands will turn a Brooklyn brownstone into their flagship Apartment 5G, treating visiting trick-or-treaters to 10 Reese’s products, including the Take 5G bar.

Even the number 10 has significance: “Sweet, sweet 5G technology can deliver speeds more than 10 times faster than LTE [4G],” says T-Mobile.

And parents needn’t fear trick-and-treaters encountering human interaction. Per this video spot, a push on a large 5G “doorbell” shaped like a peanut butter cup will dispense the treats from a lower opening on the door.



Experiential marketing agency Sparks handled design for the Brooklyn location as well as similar makeovers involving T-Mobile stores in Miami, Santa Monica and Southlake, Texas.

All four sites are “located in densely populated media markets and areas known to get a lot of trick-or-treaters every year,” Clint Patterson, senior vice president of public relations and employee communications at T-Mobile, told Marketing Daily.

Patterson said awareness of Sunday’s promotion is being driven via PR (through a partnership with Porter Novelli) and social posts from the two brands and local influencers.

In addition to the Apartment 5G pop-ups, T-Mobile today launched a Twitter-based sweepstakes that will award 10 consumers with a free smartphone, a year of 5G service, and a year’s worth of free Reese’s peanut butter cups (“equivalent to about 432 standard bars”).

Live in Brooklyn? You can find Apartment 5G at 478 13th St. in Park Slope.

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