Challenge
AT&T JUSTICE LEAGUE Following the acquisition of DirecTV in 2016, and pointing to the then impending acquisition of Time Warner, AT&T used 2017 to bring to life the vision of executives like Entertainment Group CMO, Brad Bentley, who declared that this was the beginning of “a transformation for the product, for the customer, and the industry, but also for AT&T—to make consumers understand that this is not a telecom company, but a company that is bringing premium entertainment everywhere.” With most AT&T store visitors coming in just once or twice a year for a very practical “mission,” it can be hard to get them to think differently about the brand. But when their underlying perception is that AT&T is a brand they can trust and that provides strong customer service, we knew we could open their eyes if we could create experiences that brought some much needed surprise and delight to a relationship that is entirely functional and utilitarian.
Solution
With Justice League as the foundation for AT&T’s first system-wide Augmented Reality experience, we gave customers a step into the world of popular DC superheroes like Batman, Wonder Woman, Flash, Aquaman, and Cyborg. Each character had their own unique scene and three-dimensional elements like lightning bolts stretching across the store or a golden lasso coming right at the customer.
Results
In the first month after launch, more than 323,000 people explored the Justice League AR experience. That excitement translated into action at the box office with customers who had visited an AT&T store five times more likely to go see the movie.
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