AT&T
Sometimes even the biggest companies can learn a thing or two about innovation from little agencies, like Term 13.
- Client:
- AT&T
- With:
- The Marketing Arm
- Lab:
- Corner Six
How better to elicit the reactions of fun and connectivity than through a microsite designed to align the AT&T brand with a very specific target audience. But, AT&T had never done a microsite for a campaign before. That was about to change.
In partnership with Corner Six Labs and The Marketing Arm, Term 13 designed and developed several AT&T microsites as part of a larger audience-specific campaign. Let’s take a look at a few of our favorite microsites we built.
The Tailgate Experience
This campaign targeted college undergraduates and big fans of their schools’ football teams. Who doesn’t love football, right?
The Joomla-powered site featured community-contributed videos of tailgaters cheering on their home team. The community would then vote on the video which showed the most school spirit.
It was the first microsite we did for AT&T and The Marketing Arm and, when combined with social media outreach, and some very cool tracking data gleamed from a tool called MutualMind, it was a resounding success.
As the client said themselves, once the campaign had concluded, “The campaign gained the largest response from our audience than any other microsite or landing page that has come before it.”
Booyeah!
The Bridge to the Big Easy
Not so much a true microsite, this mobile-first landing page was used to capture leads using a college basketball sweepstakes.
Participants would simply enter the sweepstakes for a chance to win a trip to New Orleans for the 2012 NCAA Final Four® Championship.
Yeah. 2012. We were into mobile-first even back then.
AT&T Orange Envelope
During Chinese New Year, it’s traditional to give each other red envelopes with a fortune or blessings for the next year. On a ridiculously tight deadline, Term 13 managed to design, build, and deploy a landing page (we wouldn’t quite consider it a microsite) featuring an interactive orange envelope fortune, just in time for The Year of the Dragon.
A static version of the site still exists on our staging server if you want to check it out for yourself. See: ratedgenius.com/att/
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