The U-verse Buzz Summer Road Trip—starring a custom-designed Buzz Bus—launched as a five-part series on AT&T U-verse Buzz and U-verse Online, featuring a different city in each episode.

CHALLENGE

DK was tasked with highlighting the great programming available to U-verse members in a variety of packages, and creating a strong marketing vehicle (literally) that would help hit many of 2011’s key strategic objectives―all while visiting major U-verse cities and interacting with U-verse Members at exciting events and places, including the Grand Canyon, Roswell, the world’s largest aquarium and more.

SOLUTION

Take U-verse Members with us. Across the U.S., across all screens—on a one-of-a-kind Summer Road Trip. In addition to producing five shows on the road, we enabled the entire U-verse Member base to join the adventure via our interactive Road Trip website. Users could track the U-verse Buzz Bus’ location and stats, check crew member tweets for an insider’s view, and access a media gallery of behind-the-scenes videos and geo-tagged photos that were up-dated from the road—all in real time.

RESULTS

Thousands of unique visits to the site from a multitude of sources that included strong social media participation. We saw a substantial increase in traffic to the U-verse Online Buzz pages and viewership numbers for the on-air programs were through the roof with over 65% of the U-verse subscriber base (at over 3.5 million households) tuning in to watch. The shows are still currently airing on AT&T U-verse Buzz (channel 300 & 1300 HD on AT&T U-verse TV) and online (at uverseonline.att.net).

More AT&T U-verse Work

AT&T Case Study

DK's efforts have made U-verse an unparalleled marketing platform where AT&T can promote their brand and engage consumers on their terms. View

U-verse Movies

AT&T U-verse’s Video On Demand offering rivals the competition in convenience, selection, and quality. Digital Kitchen branded U-verse Movies as THE destination to watch premium movie choices on demand. View

Sports on U-verse

To build awareness of U-verse Sports entertainment offerings, Digital Kitchen merged AT&T’s well-known sports identity with the robust sports programming on U-verse. View

Retail & Distribution

AT&T retail stores are no longer just about selling phones but also television service across multiple screens. Stores have designated space that showcases the U-verse service across television, tablet, and smartphone. View