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Case Study At&T

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Case Study At&T

  1. 1. CASE STUDY: AT&T Steve Governale , Executive Director, Interactive and Innovation AT&T
  2. 2. AT&T “Title Tweets”
  3. 3. Background <ul><li>Goals </li></ul><ul><li>As a sponsor of many major sporting events, looking for new avenues to extend sponsorship value </li></ul><ul><li>Priority to enable fans / consumers to carry messages for us – reduce reliance on push messaging </li></ul><ul><li>Believe sports environments in particular are ripe for conversation, but lack channels that facilitate </li></ul><ul><li>Concept </li></ul><ul><li>Provide fans with a simple platform to share opinions, cheer teams and taunt competition </li></ul><ul><li>Leverage conversation channels and tournament content environments already popular with the audience to ensure visibility and participation </li></ul>Page
  4. 4. Guiding Ideas <ul><li>Platform must be about consumers, conversation and the games </li></ul><ul><li>Be the clear enabler of the experience, but don’t commercialize </li></ul><ul><li>Keep it simple, leverage existing behavior </li></ul><ul><li>Focus on tone of conversation, ahead of volume </li></ul><ul><li>Approach as an experiment - calibrate expectations </li></ul>Page
  5. 5. TITLETWEETS.COM
  6. 6. Engagement Metrics <ul><li>Visits: 167,187 </li></ul><ul><li>Pageviews: 218,844 </li></ul>FRIDAY, MARCH 27TH 22,755 AVERAGE TIME ON SITE: 12:08 SUNDAY, APRIL 5 22,755
  7. 7. Response
  8. 8. PRESS COVERAGE
  9. 9. Thank You Page

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