Ever the maverick, T-Mobile CEO John Legere gatecrashed rival AT&T’s opening party at CES, only to be booted out once he was discovered.

Legere was kicked out of the bash just 15 minutes after CNET reporter Roger Cheng tweeted a photo with him. Legere and T-Mobile are preparing to announce their latest ‘uncarrier’ strategy at CES this week, and this stunt was likely carried out to maximize attention and once again show Legere as a different kind of CEO.

Legere also ignited tensions last week, when he called AT&T’s latest promotion, which gives customers $200 for switching to its service, a desperate move.

➤ How I got T-Mobile’s CEO kicked out of AT&T’s CES party [CNET]

Related: T-Mobile and AT&T went head-to-head on Twitter over a customer… T-Mobile won