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 HOW:
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- 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:
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- 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