AT&T Wireless – Case Study

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Client Background

AT&T LogoAT&T Wireless Blackberry Product Launch

Client: AT&T Wireless Agency: Seismicom

Program Type: Collateral Distribution & Product Demonstration

Program Overview

On short notice we were hired to help AT&T introduce the Blackberry 5810 wireless communication device. We were asked to put together Street Teams in 25 different markets across the United States and our people were trained by AT&T to demonstrate and explain the features of the Blackberry product. Working in conjunction with local store managers, we hit the streets handing out promotional coupons and demonstrating the product in order to entice the consumer to visit the local AT&T store to purchase the Blackberry 5810.

Execution

Staff Requirements: We provided one Market Manager/Team Leader and up to 9 team members per market who hit the streets for a three-day program. We put more than 150 of our people on the streets in 25 markets nationwide. Our sampling teams demonstrated the product and distributed product brochures in high traffic business locations in order to target the wireless user demographic. Managers were set up to send event recaps and digital photos after each event day.

Event Materials:
Our teams were outfitted with AT&T branded apparel and hit the streets to distribute promotional coupons. Targeting the business user and using the local AT&T store as “home base” were able to re-supply as needed. About 300,000 pieces were distributed over a three day period!

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