Last year, T-Mobile stormed into its first Super Bowl with Tim Tebow, letting the former NFL quarterback mock his own storied stardom. Now the cocksure wireless “Uncarrier” is back in the game with another self-deprecating celebrity.

Kim Kardashian West will star in a spot, during the first quarter, promoting T-Mobile’s new “data stash” offering. It’s one of two ads T-Mobile bought during the game. The carrier is also running another in the NBC live-stream, and of course making an accompanying push on the web and Twitter revolving around its newest endorser.

“Who better than Kim Kardashian?” CMO Mike Sievert said. “She’s a social media powerhouse. This isn’t just a TV commercial. This isn’t just a 30-second spot. This is a social media event.”