AT&T
Snapper hero - a social engagement driven superhero show
To win young consumers' attention, loyalty and wallets, AT&T wanted to explore new opportunities to reach this audience in spaces where traditional, explicit ads did not perform well.
THE CHALLENGE
As Younger Millennials and Gen Z continued to evade the reach of traditional media, AT&T was looking for a way to reach this mobile-first audience in new and authentic ways that would allow them to promote their products and services while also shifting young consumers' perspectives around the brand itself.
THE STRATEGY
To reach this young audience, we worked with AT&T to create the first scripted, serialized show that used SnapChat as its primary platform. To create this one-of-a-kind show, we worked with a group of top-tier influencers who started to inherit superpowers from their At&T devices. These influences shared their new-found powers with their massive audiences who quickly realized that the more engaged they were, the more powers the influencers received, allowing them to chage the entire storyline by Snapping, Tweeting, sharing and following.
the outcome
The initiative was a huge success, racking up over 190K followers who tuned into the show for 52 days straight creating a 130 Million impressions with no paid media at all.
The campaign also helped to position AT&T as the facilitator of unique experiences for the mobile generation.
