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