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For our audience to better understand the large impact AT&T Fiber has on the growth of the Metaverse, we first needed to educate our audience on the term itself. So instead of creating a campaign in the Metaverse, we used it as base for a branded content campaign.
Together with WIRED Brand Lab, we created a custom 3-episode documentary charting the history of the Metaverse.
We bundled our AT&T Fiber branded content with on-site media distribution of the video series and utilized short-form cutdowns of the docu-series to further amplify the content across social, driving viewers to the full-length episodes.
The videos reminded viewers that Metaverse advancement is predicated on the fast internet speeds of Fiber while content tied back to AT&T by blending shots featuring AT&T-powered hardware with the endless possibilities that AT&T Fiber powers.
“Into the Metaverse” was recognized as a Pressboard Media Top 100 Content Program in 2021, from a selection of 8,800+ branded content partnerships across industries.
The three custom videos drew a viewership audience of 589K, overdelivering by +61% with a 47.47% video clickthrough rate, +33% above Conde Nast benchmarks. In total, the video series garnered 8.7M total impressions.
Nomination Title: Into the Metaverse
