client: at&t

The success of AT&T’s #X campaign highlights the power of peer-driven, community-based initiatives. By leveraging social media and school rivalries, BRAINBOX delivered a memorable solution that resonated with teens and families, driving real impact and measurable results.

CHALLENGE & SOLUTION

AT&T sought a powerful way to launch their national “#X” program, aimed at curbing distracted driving among teens. The challenge was to engage a notoriously difficult demographic in a meaningful way and encourage them to adopt “#X,” a texting shorthand to pause conversations while driving. Leveraging the energy of high school sports rivalries, BRAINBOX designed and executed a dynamic Twitter Rivalry Battle between 50 schools across 20 states. The campaign activated BRAINBOX’s network of student marketing ambassadors to spark enthusiasm and drive full school participation.

HERE’S THE RESULTS

The campaign exceeded all expectations, delivering both scale and impact:

0M
Students sent #X messages
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Tweets generated in just 2 weeks
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Schools Engaged
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States traveled, reached and impacted

HERE’S HOW:

SOCIAL MEDIA INTEGRATION

With official Twitter pages for each school for a Twitter battle to promote the #X campaign.

ON-CAMPUS ACTIVATIONS

Including posters, banners, and pep rally spirit team displays, building hype for the rivalry games and #X campaigns.

GAME DAY SIGNAGE

With signage, public announcements, and fan engagement at the host venues.

PR OUTREACH

To local media, amplifying the campaign’s message across 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.

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