• 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