Hearts & Science - Best Integration of Traditional and New Media

Company: Hearts & Science, New York, NY
Company Division/Group:Hearts & Science
Company Description: Media Agency
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media

Nomination Title: AT&T x E! Red Carpet

Specify the date on which this campaign or program was launched: January 4th, 2020

AT&T had found that it’s “Just OK is Not OK” messaging had resonated well since its inception, particularly when integrated into coverage surrounding a large live cultural event, such as the 2019 NCAA March Madness tournament.

In 2020, AT&T wanted to replicate that success in a different cultural segment, and via a more enduring campaign across a longer time frame.

The only pop culture events that receive a level of PR dedication and viewer attention on a level similar to sports are awards shows. Not only do millions tune in to the coverage of these events, but most also experience them on multiple screens, making for a highly-engaged audience.

The inherent prestige of these awards shows also offered hundreds of potential PR/communications tie-ins, given the sheer amount of talent, projects, and storylines consolidated into each event.

By integrating AT&T’s “Just OK is Not OK” and new 5G-centric “It’s Not Complicated” messaging into the media coverage for 4 tentpole events: The Golden Globes, GRAMMYs, Oscars, and the Emmys, AT&T could captivate millions of highly-engaged viewers across multiple communication touchpoints.

AT&T sought not only general awareness but an uptick in brand health metrics, especially given how well the previous year’s March Madness campaign was received.

With 88% of Americans using another device while watching TV and 71% searching content related to the programming they’re watching, AT&T knew how important a coordinated social strategy was to the campaign. With awards shows themselves on a strict schedule, the team targeted an event with similarly massive viewership and social buzz: the red carpet.

To break through and become a welcome dynamic during red carpet coverage, AT&T partnered with E!, the premiere destination for live red carpet coverage and supplemental before and after content.

E! tailors their digital experiential programming to best practices, with a vast content infrastructure that supported AT&T’s integrated messaging in both pre-recorded and live capacities. That ensured the campaign would satisfy the 36% of viewers who say their enjoyment of TV is enhanced by social media, and allow for flexibility with the most buzzworthy red carpet moments.

With a blended approach of traditional, linear, digital, and social pulses, AT&T and E! Produced each piece of branded content specific to platform and context, utilizing comedic beats specific to each event’s evolving narratives. Doing so tapped into fans’ growing craving for additional red carpet access in a manner that didn’t feel intrusive or irrelevant.

With content being dictated by the dynamic of both the event itself, and the various communication platforms, AT&T spoke more directly and memorably with the audience, boosting their opinion of the brand.

Lastly, with time between awards shows, AT&T and E! could tweak campaign elements to optimize performance.