Cultivating consumer relationships through conversation and content.

AT&T’s Music For You Concert Series

ATL_Slate

 

To amplify reach, M80 worked with the AT&T Brand Ambassador program to target the core influencers in music and have them create positive WOM about the program online.

 

STRATEGY

Encourage ambassadors to share, chat, engage online, and show value for being an engaged AT&T customer through the Music For You Free Concert Series, a program for AT&T customers only, that entailed:

 

  • Blogger Outreach
  • VIP Brand Ambassador Selection
  • Brand Ambassador (and guests) Event Experience via Social Sharing
  • Select VIP Brand Ambassadors Artist Interviews
  • Interviews Streamed Live on Facebook with Music For You Artists
  • Livechat Participation via Livestream

The Music For You Free Concert Series included a variety of different bands and musical genres from All Time Low to Jason Derulo.  Events were held in NYC, Atlanta, San Francisco and Dallas, giving AT&T customers across the country a chance to attend a free concert with relevant and popular musicians.  AT&T Brand Ambassadors were given VIP access and shared their experiences at the concerts with their online following via Facebook, Twitter and other social properties.  Ambassadors then concluded their participation in the program by providing an  post-event recap of their concert and ambassador experience with their online following.  The Brand Ambassador experience was also enhanced by offering ambassadors and potential ambassadors the chance to interview their favorite musicians, live-streamed on Facebook.


RESULTS

46 selected AT&T Brand Ambassadors (not including their guests) provided:

 

  • Amplified free reach to over 26,000 Facebook users
  • Amplified free reach to over 11,270 Twitter users through
  • Amplified free reach to approx 6.6MM readers (including bloggers)
  • Over 4,500 organic views on musician interviews conducted by Brand Ambassadors within the first few days of upload to AT&T page …and growing

Brand Ambassador participation helped to spread awareness about the free concert, increased attendance and facilitated further enrollment into the Brand Ambassador program through the VIP concert access and interview opportunities. By doing this friends and followers of Brand Ambassadors were able to share in the concert experience and activities, all facilitated through exclusive Ambassador access. This aided in creating new brand support through social share and Brand Ambassador guest exposure, including non-AT&T customers.  Additionally, four aspiring musicians and music journalists were selected to interview the musicians live at each concert event, showcasing their skills and honing their craft. AT&T demonstrated here that they understood and cared about what mattered most to its current and potential customers, helping to increase a good value perception.

 

INSIGHTS

Providing something of value that could not be purchased, like VIP access and interview opportunities, made this series of music events very successful with the Brand Ambassadors.  Outreach efforts also helped to growth the positive WOM database. While all AT&T customers had the chance to win tickets to the concerts the personal touch that came through communications within the Brand Ambassador program, facilitated by M80, helped to strengthen brand loyalty and commitment. Participants often sent messages of thanks for the personal responses and the opportunity to attend a free concert as a VIP.  Those selected to participate in the making of an artist interview received an unforgettable life experience that helped strengthen their craft and interest in the music journalism field. Positive Word of Mouth for AT&T and the Brand Ambassador program was achieved and shared.


Categories: Projects