AT&T Land
Executive Creative Director - shanealderton@outlook.com
INSIGHT
COVID Inspired humanity to find new and unique ways to connect and find their normal. Some of these will undoubtedly extend past the current restrictions and become the media channels of the future.
IDEA
AT&T’s THANKS loyalty program relied heavily on dining and cinema offers to reward its customers but as COVID restrictions made those things an impossibility, we took the opportunity to connect with customers where they’d taken up residence - Animal Crossing.
We knew it wasn’t enough to merely “be” in Animal Crossing like so many other brands. Our mission was to create a truly memorable experience that would be engaging enough to drive repeat visits and to leverage the AT&T/Warner Media partnership to provide a one-of-a-kind swag.
We began by partnering with AT&T’s spokesperson Milana Vayntrub to recreate her likeness as the character “Lilly” in the game. Lilly, voiced in-game by our creative team, greeted guests, gave tours, and hosted a variety of holiday activities including a bespoke gameshow experience, creating a level of engagement unseen in other branded properties.
Twice a week for six weeks, we invited Twitter and Instagram users to DM us for a chance to come visit our island, where they explored our little paradise, grabbed a few goodies, won prizes and costumes.
This culminated in a special event sponsored by Warner Media to celebrate the Christmas Day release of Wonder Woman 1984.
AND THE VIBES… THE VIBES WERE GOOD
Live events: 13
In-game gifts given away: Over 1,000
Media spend: $0
Average customer visit time: 29 minutes which is like spending a half-hour inside an interactive ad.