T-Mobile (TMUS) announced on Monday that the company was giving existing subscribers a free share of stock and deals via a new app call T-Mobile Tuesdays. See the below Tweet from the CEO:https://twitter.com/JohnLegere/status/739892334381400066!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+"://platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); The domestic wireless provider is providing a free share of stock currently worth roughly $44 to each existing primary account holder. This CNN article suggests the giveaway could equally 11 million shares, but the company is estimating that 1 million shares will be claimed. This amounts to a roughly $44 million giveaway plus additional costs and fees for the brokerage account fees and such. On top of that, new customers can get stock plus referrals can get up to 100 shares and the new app provides for free pizza and such. Customer acquisition costs aren't new so maybe this a good way to build brand loyalty. Investors will want to keep an eye on Q2 costs as expected profits continue to decline in part due to these type of promotional costs. Do you like the free stock move? Disclosure: No position