U-verse’s Country Deep ‘Let’s Cruise’ campaign was an online video mash-up experience inviting country music fans to become part of a video remix for Florida Georgia Line’s hit single – “Cruise”.

Those who visited the site, were able to upload videos of themselves acting out a scene from the original music video or lip syncing a portion of the song via Instagram or webcam. All submitted clips were then stitched together, to create a ‘fan remix’ of the video.

In order to increase awareness and positive word of mouth, users were able to share the remix via Facebook or Twitter.

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Throughout the course of the campaign, 10 promoted posts and 4 non promoted posts were made from U-verse’s Facebook page. These posts garnered an average engagement rate 4% above benchmark for promoted posts and 70% above benchmark for non-promoted posts.

A total of 18 tweets were published from U-verse’s Twitter account, which resulted in a total of 1.9M impressions and 1.9K engagements.

In addition to U-verse’s promotion, the targeted social activity that was gained through the partnership with seven different influencers resulted in 18% of total site visits.

The objective of the AT&T U-verse Country Deep ‘Let’s Cruise’ campaign was to generate engagement, positive word of mouth and awareness for AT&T U-verse’s new television app ‘Country Deep’ amongst existing and prospective customers.

The Country Deep app was created based off the insight that a large portion of the consumers within U-verse’s 22 state footprint are country music fans and this is an audience that existing competitors have yet to tap into.

Because of this, the campaign strategy was to give country music fans an experience that brought them closer to the artists they love.

The social strategy for this campaign was to engage users via U-verse’s Facebook and Twitter platforms, while also increasing awareness through the use of influencers. By partnering with noteworthy individuals/bloggers within the country music fan base, we were able to have them promote our content via their already popular social platforms.