ATT wanted to increase awareness amongst the Asian youth demographic by creating digital campaigns that could be directly influenced by the fans.
We developed a Facebook application that gave users the tools to watch an original web series unfold and engage the producers via social media to directly alter the storyline from episode to episode. The first campaign, Away We Happened, released an episode once a week. After each episode aired, users got the opportunity to decide what happened next. At the end of each episode, fans would submit answers to a prompt, and then the top ten voted on were incorporated into the next episode, totaling 6 episodes. We integrated AT&T devices and displayed the use of social apps as well. It received 12 million votes and thousands of submissions.
When It Counts, the second campaign, expanded how fans engaged with the site. We asked fans to submit audition videos for a chance to play a part in the series. We received almost 500 fan audition videos in a week. From there, people won guest star roles. During production, fans were asked to vote on what songs to play and what characters should be named throughout the series as a point of interaction. When the series aired, the main character Tammy answered fan submitted questions in a vlog. Again, it showcased AT&T’s new products. It received over 6.7 million views.
The series was one of the most successfully branded content experiments today and received an Effie award for AT&T. A third installment is slated for late summer.