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Industry Telecommunications Services
Media Promo & PR
Market United States
Agency BBDO New York
Director Jorma Taccone
Art Director Jaclyn Rink
Copywriter Ashley Davis Marshall
Released February 2011


Caples Awards 2011
Campaigns Interactive campaign Bronze

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Feb 10 2011
Entrant Company: BBDO NEW YORK, USA
Entry URL:
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Ralph Watson (BBDO New York)
Interactive Creative Directors: Arturo Aranda/Jeff Greenspan (BBDO New York)
Art Director: Jaclyn Rink (BBDO New York)
Copywriter: Ashley Davis Marshall (BBDO New York)
Designers: Gene Na/Mike Sheppard (BBDO New York)
Director of Integrated Production: Brian DiLorenzo (BBDO New York)
Head of Interactive Production: Niklas Lindstrom (BBDO New York)
Executive Integrated Producer: Julian Katz (BBDO New York)
Agency Producer: Jesse Brihn (BBDO New York)
Senior Interactive Producer: Jonathan Percy (BBDO New York)
Production Company: (Caviar Content)
Director: Jorma Taccone (Caviar Content)
Digital Production Company: (B-Reel)
Editors: Geoff Hounsell/Kim Bica/Greg Scruton/Will Hasell (Arcade Edit)
Streaming Company: (Streaming Tank)
Sound Design/Mixing Company: (740 Sound Studio)
Visual Effects Company: (Visual Creatures)
Color Grading: (Brickyard)
Post Production: (Airship)
Media placement: Digital Banners & Pre-Roll - CNET/FOX News/AOL/Yahoo/MSN/Turner/Fox Sports/MTV/Vevo/Undertone/YouTube/YuMe/Cambio/Prepsports - 10 February 2011
Media placement: Website - AT&T Facebook Page, Mountain Top Tab - 10 February 2011
Media placement: Social Integration - Twitter/Facebook/YouTube - 10 February 2011
Media placement: Public Relations - Celebrity Tweets/Broadcast TV/FOX News/Jimmy Kimmel Live - 4 February 2011

Describe the objective of the promotion.
With AT&T, there are endless ways to communicate. For Valentine’s Day they wanted to give people a new way to send love. Cutting through the typical heart-shaped clutter meant AT&T had to do something different.

Our solution was to give people something they would actually want to use to speak to their valentine. It had to be unique and feel as big as the brand’s message, Rethink Possible.

Describe how the promotion developed from concept to implementation.
The idea was based on the old saying, “When you love someone you want to shout it from the mountaintop.” At its core, this idea never changed much.

From the beginning, we always wanted a live webcast of someone shouting from a mountaintop. We decided that the most likely person to be on a mountaintop would be a mountain man, which lead to the creation of several promo videos to get the word out beforehand.

To lesson the taxing physicality of putting only one person on the mountaintop, we soon decided a cast would be more practical than just one person.

Explain why the method of promotion was most relevant to the product or service.
We sought to reach a younger demographic with this promotion. For that reason, social media seemed to be the logical place. Social media is not only relevant to them, but it is at the heart of our service, which is communication.

But nowadays, every brand is on Facebook. In order to really make an impact on our target, we had to give them something personal, something they would want to share with their friends that said something about them as individuals.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To launch the campaign, we created promotional videos and posted them on YouTube and Facebook, which users quickly began reposting to their own walls.

Media outlets like Jimmy Kimmel Live, The Huffington Post and The New York Times featured the event, resulting in over 120 million impressions of free media exposure.

All media drove users to the Shout From the Mountaintop site where they could submit their shouts.

Over 20,000 submissions were made and six hours of personalized messages were quickly edited and posted back to senders’ walls.

We even had 11 marriage proposals.