Commentary
Mediaedge:cia (MEC)-AT&T, "AT&T's Title Tweets"
- by OMMA Magazine Writers , September 15, 2009
AT&T, “AT&T’s Title Tweets”
http://media-na.mecglobal.com/atttitletweets/
Finalist Social: Use of Twitter
Sports fans are passionate. They will douse you in Duff's if you publicly degrade their team. AT&T predicted that passion would translate to usage when they sponsored the NCAA Basketball tournament. By embracing Twitter they got phones in hand as viewers delivered rally cry tweets, and data usage surged, as that slamdunk heard 'round the stadium could be seen 'round the world with twitpic photos. Live tweets were organized by team and included links to deeper content on the CBS website. AT&T kept brand promotion light, focusing instead on an enjoyable customer experience. Live for one week, Title Tweets attracted over 160,000 visitors and captured over 500,000 tweets.
MEC Interaction (a division of Mediaedge:cia): Carrie Frolich, Managing Director; Joe Tartaglia Senior Partner, Group Planning Director. AT&T: Steve Governale, Executive Director, Interactive and Innovation.
