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Coming into the new year with a strategic re-focus on its legacy telecom offerings, AT&T wanted to reintroduce themselves into the market and create a connection with their social audience without pushing the hard sell. As we started thinking through ways the company has changed through the years, we couldn’t help but get in all of our nostalgic feels.
So we created the first-ever 9x16 sitcom, targeted at a nostalgic Millennial audience. Think ABC’s TGIF block, meets Mister Rogers' Neighborhood, with just a splash of Lizzie McGuire. We built a 3-wall set with space for a live audience and spared no detail.
The series ran for 12 weeks, with 13 different episodes and one after school special-style PSA about the Digital Divide, a societal issue AT&T is dedicated to tackling. More than 30 content pieces lived in and around the series, including short-form video, full-length YouTube uploads, graphic design, GIFs and audience-engaging Stories. Content living in and around the campaign asked users to decode T9 text message strings, asked for songs from their favorite personalized mixtapes, and drove users to watch the full-length videos on Instagram, YouTube and TikTok.
1.5M views, 65k engagements and 6M impressions on influencer content
DIRECTV partnered with reality TV royalty Kathy Hilton to host Christmas at Kathy’s, a holiday event that brought together some of television’s most recognizable faces for a night designed to live far beyond the guest list.
NBA All-Star is the ultimate expression of fandom. It’s an event for the fans, created by the fans. In 2024, AT&T created - and gifted - experiences for fans like no one else has, taking All-Star weekend to new heights (even higher than 10 ft!)
The AT&T Business team leveraged the brand’s sponsorship of the College Football Playoffs and Championship to launch a new content series called Standing on Business, starring quarterback Shedeur Sanders and artist Cam Kirk.
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