AT&T MOBILE

Complex Media created an integrated digital marketing program which aligned the AT&T and Samsung Propel Pro with two of the hottest celebrities and entrepreneurs that credibly position AT&T and the Propel Pro as the service and devise of choice for consumer looking to work and play hard. The program included talent alignment, unique digital units, custom video and editorial integrations.

Custom Talent Alignment– Using our editorial and brand relationships Complex secure two of the hottest celebrities and entrepreneurs to endorse ATT and the Samsung Propel Pro and more importantly showcase how the service and device as the centerpiece of of their work and play lifestyle. Complex secure legendary DJ Neil Armstrong (Jay-Z’s DJ) and New Era Caps Creative Director Wale Adeyemi.

Custom Editorial Integration – Complex developed editorial content that effectively and subtly integrated ATT service and the Samsung Propel Pro smartphone. Skinned with campaign colors and AT&T branding, the units linked to the product’s e-commerce site. In addition, the custom video was embedded on each editorial post.

Custom Billboard Unit – This large full width banner stretches across the width of the page and pushes down site content for maximum impact above the fold.
This robust unit has garnered a .45% CTR!

Custom Videos - Neil Armstrong, DJ and Master Mix Tape Maker, loves the way the Propel keeps him organized and connected with all his friends and contacts in the music industry. While he's spinning in clubs around the world, he can easily message his friends back home and shoot them photos and videos from the tour. Complex filmed and edited a 2-minute vignette of DJ Neil Armstrong discussing his tech needs and reminiscing about his start in the business.

"Employees Only: The AT&T Guide to Professional Style" Custom Videos - Complex created custom rich media video unit for AT&T, profiling rising stars from the worlds of fashion and music and their need for a single device to help them handle work and play in style. These unique generated a .11% CTR well above standard 300x250 units.

Custom Editorial Social Networking Integration - Complex worked with the talent to Twitter and highlight the campaign on their numerous social networking profiles.