Senior Director at BBDO. Role. What I ’m going to talk about today.
V Day is a promotional period for many products and brands. Phone networks haven ’t always done a huge amount. Last year for example, AT&T did very simple retail promotions highlighting red devices… relevant, but not exactly an emotional connection
Since then we have a new brand platform – Rethink Possible. Under this promise of innovation and challenging the status quo, we are trying to drive more interesting, insightful and relevant ways to get AT&T to connect with people, and people to connect with AT&T
Used to be cards – now its new formats biggest data carrier in the US AT&T is enabling more V day messages of love than any other company. billions of texts and hundreds of millions of FB messages and tweets are sent over the AT&T network – we know that traffic goes up by at least a third on Feb 13 and 14. do something more to highlight AT&T ’s role. wasn ’t overly promotional but just helped people spread their love in an innovative, creative way.
Best explained here
Positive ROI in media value, and over 10,000 orders
Best thing about this was collaboration and more fluid process between agencies. Next time we would hope for more media including TV. We learned more about each other ’s lead times and areas of expertise, and even our own. Great example of paid owned and earned working together. Industry Need to bring things tighter and try to put an end to calling out digital or social as a separate entity, a box that needs to be ticked. And use our creativity to make sure all the media we make is conversational, be it online or otherwise.
AT&T Case Study: Shout it from the Mountaintop - Will Townsend, BBO Worldwide
Conversational Marketing Summit New York, NY June 6, 2011