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.
