Best Telecommunication Online Campaign

AT&T’s Blue Room is an online destination for unique music, sports and entertainment content. As a major sponsor of music festivals such as Coachella, Bonnaroo, Lollapalooza, and Austin City Limits, AT&T offers exclusive webcasts of these festivals. The objective of our campaign was to build awareness and drive traffic to attblueroom.com for these live webcasts throughout the outdoor festival season. Throughout the festival season, we promoted each webcast through online advertising placed on sites targeted at music lovers of all ages. In addition, we developed custom skins and profile pages for sites such as Pandora, Imeem, Spiral Frog and MySpace. Music has a strong presence in social media, with users sharing opinions on their favorite bands, reviewing concerts and connecting with other fans. We captured this opportunity by creating a custom MySpace page (“Music. Delivered.”) This page included advertising for upcoming AT&T-sponsored festivals, a countdown clock to the webcast a live Twitter feed of Blue Room news, photos and a forum for users to share their opinions. Finally, we extended the campaigns for the individual festivals by offering users custom wallpapers, Avatars and games. Our integrated, targeted campaign was a great success. In 2008, many of the webcasts on Blue Rooms saw record-breaking numbers of viewers. From the online advertising to the MySpace page, we drove traffic from many sources, and built up a strong user base through social media, making it simple and fun to catch performances from their favorite bands and festivals.

Contributors:

Creative Director:	Eric Livingston
Associate Creative Director:	Kelly Beck
Associate Creative Director:	Brian Morris
Senior Account Director:	Amy Ferranti
Account Supervisor:	Valori McMillen
Senor Account Executive:	Britney Puryear
Project Manager:	Beth Dethlefsen
Art Director:	Chris Lennartz
Senior Copywriter:	Justin Anderson

RAZORFISH

Location: USA