ROAD TRIP

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.

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.

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).