Case Study: AT&T- You've Got A Case

AT&T, the US telecoms provider, targeted young people with this Christmas campaign for 4G smartphones. The creative was based around a brand ambassador, "super-attorney" Kent Wesley; youngsters were encouraged to use a Facebook app that "hired" Wesley to make the case to their parents that they deserved a phone for Christmas. The app worked by users uploading information to make their case, with the evidence posted to the defendant's Facebook wall.

The result was that close to 500,000 users requested Kent Wesley’s legal services. The
campaign featured a click to sales ratio five times the benchmark for this metric. And during the quarter, AT&T booked a record figure for 4G smartphone sales. Although this case reported few details of its commercial success, its creative approach to persuasion was compelling. The humorous, highly engaging video clips encouraged users to agree to leverage their own personal information and contacts as a social recommendation tool to drive sales of smartphones.

Source: warc.com