Like so many marketers seeking to break through the clutter and attract the attention of distracted consumers, communications technology marketer AT&T is turning to so-called emerging media to get its
commercial message across to consumers. In a new online marketing initiative, the company is introducing a series of branded streaming video "webisodes" that take viewers inside the homes of their
favorite athletes. Once there, users can see how the players live, win prizes, and click on AT&T products or services players use to learn about, for example, high-speed Internet services. The site
keeps score of which factoids visitors have uncovered and which clickable elements they have missed in each scene. Upcoming segments highlight the homes of National Basketball Association players
Jermaine O'Neal, Tony Parker, Elton Brand and Chauncey Billups. Veteran NBA player Kenny Smith goes man-to-man as host of the first round of webisodes, and a total of 20 athletes from basketball,
football, baseball and soccer will be featured by year-end. "We want to let consumers know how our products and services can make their life better by showing them how these athletes use AT&T services
in their house," said Amy Engallina, associate director of sponsorship for San Antonio-based AT&T. "We want to let consumers see how players live and interact with our services." The three- to
seven-minute webisodes are available at Seehowtheylive.com.
advertisement
advertisement
Read the whole story at PROMO Magazine »
