Major carrier T-Mobile is launching a new promotion called #HatsOff4Heroes wherein the company will donate at least $1 million to veteran-backed nonprofit Team Rubicon. The Un-Carrier will donate $1 million as a minimum, but every Tweet or Instagram post with the hashtag #HatsOff4Heroes is another dollar toward exceeding that. T-Mobile has not announced a cap for this promotion, so theoretically, enough interest could spell a very large payout for Team Rubicon. The promotion applies to any Tweets and Instagram posts bearing the hashtag, including those from people who aren't T-Mobile customers, and the promotion runs through the regular MLB season, which means that it ends on September 30. July 16 is the date set for the 2018 T-Mobile Home Run Derby on ESPN, and particularly worthy or creative content posted with the hashtag could be featured during that engagement.
T-Mobile is doing this as part of a larger commitment to the nation's veterans, which so far includes perks and a huge discount for veterans and their families on the network, past involvement with Team Rubicon, and a pledge to hire 10,000 veterans. CEO John Legere took to Twitter to post up the Tweet linked below, expressing his support for the US military and reiterating the company's commitment to soldiers abroad, returning service members, and all those who are close to them.
This sort of promotion is nothing new for T-Mobile. Not only has the company given to Team Rubicon before, it has used Major League Baseball as a promotional marker of sorts in the past with its #HR4HR promotion, wherein homeruns during a set period translated to donations from T-Mobile. The company has also donated to disaster relief efforts in the past. Most of the company's biggest donation promotions have run in a format similar to this one, with customers and even non-customers being given the ability to dictate how much money T-Mobile relieves itself of and where those funds go. Usually, that's determined through the use of a special hashtag on social media, as seen in this promotion. In the past, however, the company has given people the opportunity to text in a donation to be tacked onto their mobile bills, and has allowed employees and customers alike to use the T-Mobile Tuesdays app to decide where donations would go.