AT&T Campaign Brings Student Movies to Mobile

March 21st, 2008 by NGT

For the second year in a row, we teamed our client AT&T up with Campus MovieFest (CMF), the world’s largest student film festival. CMF showcases the next generation of movie-makers and empowers them to share their stories with the world. AT&T is powering the future of communications with their video-enabled next-generation handsets. Their visions went together like popcorn and golden topping. (In this analogy, we worked the concession stand.)

Since last August (through this May), AT&T has been traveling around the country with CMF to bring 50,000 students access to exclusive footage and product demos, while offering the latest deals on wireless plans, handsets, and accessories. By texting CMF to FILM (3456), AT&T customers can see CMF movies on AT&T mobile phones and receive updates when new CMF movies become available. AT&T is also featuring top movies on their Wireless Source website.

Here are some highlights from the campaign:

CMF films became the first ever UGC on the AT&T deck: negotiated rights for a 14 day exclusive where winning films could only been seen on the AT&T handset
First ever polling functionality on the AT&T deck: devised an on-deck voting option allowed for users to vote for their favorite films via their handset
Hands-on experience with the latest 3G Video Phones: helped provide students with over 200 of the latest AT&T Video Phones and created the “Best Use of Mobile Award” for the most innovative usage, such as Video Share, into their film. Each school’s winner received a $500 AT&t gift card
Organic mobile integration at school finales: capitalized on the captive audience with a live Video Share feed integrated into the CMF script, SMS voting for the Audience Choice Winner on-site, and text-2-screen messages where students could comment in real-time on the videos

To date, we’ve received tens of thousands of entries and had over 1 million unique impressions. 30,200 texts have been sent to view exclusive content and sign up for updates. Over 15,800 students have accessed and viewed CMF content on AT&T’s mobile deck with an average view time of about 5 minutes. So what has everyone tuning in? Some seriously fantastic films. Check out some of the winners so far:

Click here to watch the winners in Atlanta

Click here to check out pictures from the LA Grand Finale event

Click here to view details on the AT&T partnership

Click here to view the Best Use of Mobile winners

Click here to view the full film gallery

Tags: Marketing & Branding