AT&T

Giving Millennials what they want

challenge

After cutting Cingular from their portfolio, AT&T lost traction amongst the Millennial market so they tasked us with guidance on attracting this new segment more effectively.

strategic idea

Full immersion process: PlayGround sessions, Market share analysis, trend studies on multicultural millennials → make AT&T serve as a sponsor of shareable content on behalf of this elusive group.

execution

We created a Karaoke Mashup app meant to engage this elusive target that would up AT&T’s street cred. Participants could:

  • Pick a song and create their own karaoke music video
  • Invite friends to join the team and upload their own version of the song
  • Our proprietary technology created a video mashup of all selected team members
  • Share with friends and family
  • Enter weekly contests for cash prizes

outcome

Key influencers, vloggers and bloggers in the music industry began to discuss and share the AT&T app with their followers creating a significant buzz and giving AT&T “street cred amongst” millennials.

at&t_hero
App Design ATT Karaoke Mashup

“The team at Antonio & Paris provided invaluable insights and strategic input on key segments; particularly the millennial market. Their expertise in branding helped us over the years in our efforts to understand the target at a deeper level and then make meaningful connections. I can’t say enough about this team.”

— Rosa E., Executive Director, Marketing at AT&T

Services

PlayGround sessions, Market share analysis, Trend studies, App design

AT&T

Giving Millennials what they want

challenge

After cutting Cingular from their portfolio, AT&T lost traction amongst the Millennial market so they tasked us with guidance on attracting this new segment more effectively.

strategic idea

Full immersion process: PlayGround sessions, Market share analysis, trend studies on multicultural millennials → make AT&T serve as a sponsor of shareable content on behalf of this elusive group.

execution

We created a Karaoke Mashup app meant to engage this elusive target that would up AT&T’s street cred. Participants could:

  • Pick a song and create their own karaoke music video
  • Invite friends to join the team and upload their own version of the song
  • Our proprietary technology created a video mashup of all selected team members
  • Share with friends and family
  • Enter weekly contests for cash prizes

outcome

Key influencers, vloggers and bloggers in the music industry began to discuss and share the AT&T app with their followers creating a significant buzz and giving AT&T “street cred amongst” millennials.

at&t_hero
App Design ATT Karaoke Mashup

“The team at Antonio & Paris provided invaluable insights and strategic input on key segments; particularly the millennial market. Their expertise in branding helped us over the years in our efforts to understand the target at a deeper level and then make meaningful connections. I can’t say enough about this team.”

— Rosa E., Executive Director, Marketing at AT&T

Services

PlayGround sessions, Market share analysis, Trend studies, App design