AT&T knows that wireless network demands are highest and the social media spotlight shines brightest every year during Comic Con. From major celebrity sightings to unforgettable moments inside the convention center and throughout downtown San Diego, there will be plenty of shareable moments. AT&T customers will be out in full force at Comic-Con, using their mobile devices to share these moments on social media and with their friends and family.
In total, AT&T expected another year of record-breaking mobile data usage at 2016's Comic-Con. 15 M Terabytes of projected data equals more than 46 million social media posts with photos!
CONAN has the most engaged fans in late night television. AT&T sought to align and activate their brand with CONAN's young, tech-savvy audience as an integral part of CONAN's big week at Comic Con.
Turner and Team Coco turned this into a huge opportunity to achieve key AT&T objectives:
Align AT&T brand with CONAN's audience.
Enhance the consumer experience of CONAN in San Diego, or at home, through unprecedented access powered by AT&T.
Grow AT&T's brand equity as the network key to a great mobile 360 VR experience.
Bring CONAN @ Comic-Con to the fans in a breakthrough way.
This 6-week multi-platform promotion included on-air elements, in-show presence, and digital/mobile extensions. A robust on-site activation included Virtual Reality access for fans via live experiences. In addition to streaming the show in 360 Virtual Reality, Team Coco and AT&T also hit the streets of San Diego to cover all the action, costumes, and comedy of Comic-Con! Fans viewed these 17 special Conan 360 content pieces using a 360 Toggle Control in Chrome, across Team Coco and Turner web and social sites.
Comic Con Activation:
Custom in-show integration and co-branded promotion
Daily Pre-show CONAN/AT&T swag bags awarded to fans
Conan360 content available to fans in 360 on TeamCoco.com and in VR on the Team Coco App with the use of a VR viewer
Exclusive VR content feature created for Comic Con booth (viewed inside gigantic Conan Head VR viewers) included "Presented by AT&T" identification.
Turner's social distribution product Launchpad propelled huge social discovery across Team Coco and Turner channels.
No goggles required to see this success! AT&T's partnership with CONAN delivered vast impressions, brand awareness, direct engagement, and significant press coverage – both with general press and industry trades.
