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Ali presentation

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  • 1. Texting and Driving… It Can Wait Ali Settel Benny Patterson
  • 2. Purpose• AT&T heightened the public‟s awareness on the dangers of texting and driving• The “It Can Wait” campaign was created by AT&T for consumers to be safe while using their technology• As the first major preventative initiative by any major carrier, AT&T‟s emergence would lead them to higher sales and greater recognition
  • 3. Objectives• Focus groups explored campaign concepts that would resonate best with consumers• “Texting & Driving… It Can Wait” introduced a simple core message that allowed the company to begin planning for the campaign‟s launch• A cross-functional team consisted of business units for advertising, corporate communications, external and public affairs and marketing
  • 4. Programming• AT&T‟s „aha!‟ moment• Phase 1:Launched via Facebook and Twitter• Phase 2: Rolled Out National Press Release• Phase 3: Announced $250,000 Donation• Phase 4: Launched Documentary
  • 5. Phase 1  FACEBOOKTWITTER 
  • 6. Phase 2
  • 7. Phase 3
  • 8. Phase 4
  • 9. ResultsSUCCESSFUL?? YES!!! • 27,400 Facebook Pledges• Within Dozens of Facebook Posts… • 5,220+ Likes • 1,600+ Comments • 3,100+ Tweets After Launching Documentary • 18,100+ Employees Have Taken Pledge • Parent/Teen Pledges Created • Posters Created for all AT&T Stores that say “NO TEXTING & DRIVING.. IT CAN WAIT” • Gained more consumers
  • 10. SOURCES• http://www.att.com/gen/press- room?pid=17943&cdvn=news&newsarticleid=30825&mapcode=• http://www.att.com/gen/press- room?pid=18856&cdvn=news&newsarticleid=31449&mapcode=community|wireless• http://www.att.com/gen/press-room?pid=2964• http://www.att.com/#fbid=tZHLtimTeR8

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