AT&T launched its Black History Month promotion 28 Days in 2009 with a series of Facebook posts. For its fourth annual promotion in 2012, it engaged hip-hop artist Common to host a seven-city speaker series.
Common shared the stage with a different influential African American in each city: Desirée Rogers, the CEO of Johnson Publishing Co. and the first African American White House social secretary, spoke with Common in Chicago; activist Kevin Powell, author of Barack Obama, Ronald Reagan, and The Ghost of Dr. King, joined Common in Raleigh, NC.
A dedicated Facebook page served as the primary messaging platform for the campaign, which was targeted toward African Americans ages 18-34. On the page, which serves year-round as “an online community devoted to forward momentum,” live-streamed and archived videos were posted on the page. AT&T and agency The Marketing Arm also created a campaign microsite that included an event schedule, speaker bios, photos, a video and press archive, and ticket-download links.
To support the program and drive traffic, AT&T worked with the BET networks, Vibe magazine, and other mainstream and online media targeting African Americans. It also implemented a focused blogger outreach campaign. And of course, the social-media savvy Common himself, who has more than 2 million followers on Twitter and more than 1.7 million on Facebook, helped spread the word as well.
AT&T’s goals included increasing its social following and overall campaign visibility by 250% from the previous year and gaining more than 100,000 unique visits to the campaign microsite. It surpassed both goals, as well as attracted a greater share of voice among bloggers and on social media than its primary competitor.