Cannes Lions

SAMSUNG INFUSE 4G

MAC PRESENTS, New York / AT&T / 2012

Film
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Overview

Entries

Credits

Overview

Execution

We worked with the brands' communications teams to set target audience and artist selection criteria. Keith Urban's summer tour schedule and fan base demographics aligned perfectly with Infuse's US Product Launch and he was selected to represent the brands. Along with AT&T/Samsung and Urban's management team we developed an interactive, custom program to help bring the partnership to life well beyond a traditional sponsorship rights deal layering several online tactics such as Facebook contesting, digital and mobile advertising and offline components like TV advertising, print advertising, on-site activation and retail store ticket giveaways to deliver maximum activation power.

Outcome

The promotion generated over 930m consumer impressions through implementation of the promotional plan and on-site activation at Urban's 47 nationwide shows. Over 20% of concert attendees interacted with the brands' on-site activation areas and thousands more downloaded photos, videos, Urban wallpaper and song courtesy of AT&T and Samsung. The promotion's Facebook page garnered over 30,000 likes in just 3 months and generated more than 49m impressions. Ticket giveaways, promoted online, delivered an average of 30 walk-in consumers at each AT&T retail store location. Joint press efforts between AT&T/Samsung and Keith's team produced over 74m impressions.

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