Best Telecommunication Social Media Campaign

AT&T set out to make a connection with African American youth by connecting with key passion points, music & entertainment. AT&T promoted Black culture in a powerful way, by highlighting young AA talent in a digital campaign. The campaign, Elevate Young Black Voices, integrated CeeLo Green as the celebrity spokesperson making the call-to-action to young artists, creating a genuine and a deeper connection with this segment. To achieve campaign goals, AT&T created awareness and engagement via digital, social and print media across key AA markets, which was complemented by guerilla and experiential tactics in New York and Los Angeles. AT&T leveraged CeeLo Green as a catalyst for the campaign, sharing his story on the challenges of making it in the industry and invited black youth to submit their music and entertainment talents to the AT&T Elevate Young Black Voices (EYBV) Facebook micro-site for a chance to win a mentoring session and perform live with CeeLo in Hollywood. The EYBV Facebook page was a critical point of engagement, where talent entries were submitted and free music and content was made available to all consumers. A sweepstakes section was created to allow non-talent to participate for the chance to win a trip to the CeeLo and Goodie Mob Album Release party, which served as a finale event for this campaign. In 6 weeks, EYBV garnered the following results: • 690,000,000 impressions (93% earned media) • 13,000 Facebook page likes • 2,717 sweepstakes entries • 522 talent contest submissions

Contributors:

Senior Marketing Manager, West Region:	Matt Teshera
Senior Marketing Manager, Northeast Region:	Esther Gonzalez
Chief Financial Officer at 360 Agency:	Jennifer Ludden
Chief Marketing Officer at 360 Agency:	Leticia Galindo

360 AGENCY

Location: USA

About the Agency:

The 360 Agency specializes in marketing communication campaigns that tap into the unique trends, nuances and vibes of real people. Our work spans from ideation & strategy, to digital & experiential – and all the in between. The best way to have your message resonate with consumers is through memorable and one-of-a-kind experiences that capture the hearts and passions of people. We bring those experiences to life on all platforms, on-line, in-store and off-site, and we cleverly put your brand at the forefront of the excitement. Bold ideas. Clever Strategy. Measureable results.