AT&T THANKS®: Own the Throne

AT&T THANKS<sup>®</sup>: Own the Throne

AT&T THANKS®: Own the Throne

AT&T THANKS<sup>®</sup>: Own the Throne

Challenge

AT&T sought to continue to grow awareness of and engagement in its AT&T THANKS® loyalty program among customers. Despite presenting customers a compelling portfolio of unique and value-driven offers, AT&T saw opportunity to improve customer engagement in the program, including participation, offer redemption and app usage.

Solution

First things first: customer insight. The team quickly rallied around two key learnings: 1) Customers experience their own love for content as a "guilt-free indulgence;" and 2) The revered rewards weren’t quite perfect, with 55% of customers rating them as not exciting. Now the opportunity was obvious: to develop a creative solution that would tap into customers’ high content consumption and hunger for culturally relevant rewards and experiences.

 

What better cultural phenomenon than Game of Thrones?  We partnered with HBO® and designed the "Own the Throne" sweepstakes that promised to give one customer perhaps the best reward imaginable: the iconic Iron Throne itself. We promoted the sweepstakes across social, email and mobile.

Key Results

The campaign was an unqualified success that broke through the clutter to garner goal-breaking impressions and engagement.

  • 78 million media impressions
  • 40% sweepstakes entry rate
  • 62% increase in app engagement
  • 1 proud owner of a piece of Westeros
  • 78 million media impressions
  • 40% sweepstakes entry rate
  • 62% increase in app engagement
  • 1 proud owner of a piece of Westeros
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne
AT&T THANKS<sup>®</sup>: Own the Throne

Contact us

We’d love to hear from you.

972.443.7000

Dallas
7850 N. Belt Line Rd
Irving, TX 75063
USA

Los Angeles
12777 W. Jefferson Blvd
Los Angeles, CA 90066
USA

New York
220 E. 42nd St
New York, NY 10017
USA