AT&T
AT&T
Multichannel mobile marketing campaigns add value to customer experience
Multichannel mobile marketing campaigns add value to customer experience
“Fans sent nearly 40,000 SMS messages to opt in to the campaign, and the tour’s mobile site received an impressive 75,000 page views.”
Jennifer Erdman, Senior Manager at AT&T Youth Marketing
The Challenge
As one of the world’s leading telecoms brands. AT&T is dedicated to providing high-quality services to its subscribers. As part of this commitment, AT&T's Youth Marketing Group was looking for a compelling way to reach its core audience of music-loving customers via their mobiles. The group’s goal was to support a range of live music events through interactive messaging and mobile Internet solutions designed to add value to the customer experience.
To achieve this, AT&T Mobility needed a comprehensive mobile marketing platform that would simplify the distribution of relevant content and information in a unique and entertaining fashion via mobile – a key medium in the company’s diverse marketing mix.
The Solution
AT&T realised that 2ergo could deliver a full mobile package to engage AT&T customers according to the individual needs of each campaign.
2ergo prepared a full range of mobile-enabled options for a number of AT&T campaigns, tailored to the company’s specific objectives. As an example, an SMS messaging campaign supported by a mobile website was created to promote the annual Vans Warped Tour concert tour, where customers could receive individually tailored pre-show texts offering exclusive content tied to their local Vans Warped Tour stop. 2ergo’s technology also made it possible for AT&T to send promotions and offer downloadable music content exclusively to its subscribers, thus enriching AT&T subscribers’ experiences at the events.
The Results
2ergo enabled AT&T to engage with its target customers in ways that had not been previously possible. The added value and improved customer experience introduced AT&T to a previously untapped world of potential for engaging new, young consumers with practical information and useful content.
Vans Warped Tour fans sent nearly 40,000 SMS messages to opt in to the campaign, and the tour’s mobile site received an impressive 75,000 page views.
Following the project, AT&T remains committed to using mobile marketing to reach its subscribers and recognises the value of combining the use of SMS campaigns with mobile websites to provide consumers with an interactive, engaging and informative experience.
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