CLIENT

AT&T

AT&T is a telecommunications company that offers services such as local and long-distance phone, wireless communications, internet, and data/broadband.

CLIENT

AT&T

AT&T needed help with the national rollout of the “#X” program. The goal of this program was intended to reach teens in a unique and impactful way to encourage usage of #X, a texting shorthand that encourages students to speak up to help reduce distracted driving

CHALLENGE:

AT&T needed help with the national rollout of the “#X” program. The goal of this program was to reach teens in a unique and impactful way to encourage usage of #X, a texting shorthand that encourages students to speak up to help reduce distracted driving.

  • #X was developed as shorthand code so both parties understood to not disturb until they reached their destination.
  • Research shows that teens expect a return text message within 5 minutes of sending, which causes pressure on the receiver to respond immediately, even when behind the wheel.
  • Research also shows that nearly 60% of people are more likely to stop driving distracted if a friend or passenger pressures them to.

BRAINBOX SOLUTION:

Taking its well-established high school football rivalry game platform, BRAINBOX kicked off a Twitter Rivalry Battle between nearly 50 different rival schools. BRAINBOX engaged our school marketing ambassadors at each school to excite and incentivize full participation by the student body.
Over 2 million ‘Don’t text and Drive’ messages were sent by students from 50 schools during the two-week activation.

Activation included:

  • Social media integration with current official Twitter sites at each school
  • Posters in prominent areas
  • Announcements each day of the week leading to the Rivalry game
  • Spirit team banners at the pep rallies for both schools
  • Game-day signage at the host venue
  • Public announcements throughout the game
  • Special AT&T Twitter Battle trophies were presented to each winning school
  • PR campaigns to all local media surrounding the communities
  • Research shows that teens expect a return text message within 5 minutes of sending, which causes pressure on the receiver to respond immediately, even when behind the wheel
  • Research also shows that nearly 60% of people are more likely to stop driving distracted if a friend or passenger pressures them to. 

#X was developed as shorthand code so both parties understood to not disturb until they reached their destination.

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MILLION TWEETS
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HIGH SCHOOLS
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STATES
0
WEEKS

Taking its well-established high school football rivalry game platform, BRAINBOX kicked off a Twitter Rivalry Battle between nearly 50 different rival schools.

BRAINBOX engaged our school marketing ambassadors at each school to excite and incentivize full participation by the student body.

Activation included:

    • Social media integration with current official Twitter sites at each school
    • Posters in prominent trafficked areas
    • Announcements each day of the week leading to the Rivalry game
    • Spirit team banners at the pep rallies for both schools
    • Game-day signage at the host venue
    • Public announcements throughout the game
    • Special AT&T Twitter Battle trophies were presented to each winning school
    • PR campaigns to all local media surrounding the communities

Over 2 million ‘Don’t text and Drive’ messages were sent by students from 50 schools during the two week activation