AT&T launched a story told through 5 online films, two
websites, and one smartphone app. Talk about integration.
The idea was inspired by AT&Ts innovation process and
motivations. The integration between mediums allows the user to make stronger
connections and be more curious which results in greater engagement. Bringing
the websites, app, and online films also allows connection to the other series
“Touch”.
Sharing becomes easier, and enjoyment becomes mobile, on the
go, and on my on time kind of activity. No longer relying on a TV or on the
services at home or work, the consumer can be absorbed uring their otherwise
leisure time.
I think that it is a
genius idea to make them go through all of these channels and offer different
elements that complete each other, obliging the consumer to play around and
search more.
The complete article can be found in http://www.brandchannel.com/features_webwatch.asp
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