AT&T SUMMER OF GAMING/Batman

AT&T SUMMER OF GAMING/Batman


AT&T

Summer of Gaming

GAME ON for growth

Situation

62% of all smartphone owners install a game within the first week of a new smartphone purchase. While summer is typically a slow sales period, we saw a growth opportunity to reach a new group of customers through the products they needed for gaming.

Solution

We created a new selling season with The Summer of Gaming. Leveraging AT&T Fiber and 5G technology, we repositioned AT&T stores as hands-on gaming centers, rewarding customers with ISO offers and in-game currency. But the conversation didn’t stop there. We disrupted one of the biggest cultural events of the year—Comic-Con International—and gave gamers a chance to become their favorite technology-powered superhero.

 
In partnership with Warner-Media-owned DC Comics, AT&T sponsored The Batman Experience: the most talked about immersive Comic-Con experience to date.   

Commerce-driving results

10.6% increase in Fiber gross adds 

6.5% lift in Broadband gross adds

Additionally, The Batman Experience drove conversation around AT&T with more than 500MM media impressions.