MTV & AT&T: Back-Flip
I led conceptualization, R&D, development, tech strategy and publisher integration on a series of VoIP rich media demos that MTV used to pitch, as part of a media offering, to numerous advertisers from AT&T to Toyota. During the R&D cycle, we tested and eliminated numerous third-party VoIP providers due to security or quality issues, until we had a fully baked product. With each iteration, a focus group was conducted to test functionality, consumer reaction and likelihood of engagement.
The final product (a world first) was a Rich Media (ad) phone simulator, mirroring Motorola’s own online offerings, but with the added benefit of letting users to make up to three 10-minute phone calls anywhere in the US or Canada — even the ability to leave voice mails for the celebrity artists featured in the campaign.
- First-to-Market Rich Media execution
- Enabled $4.5MM media buy from AT&T
- 16.5% Interaction Rate
- 6.5 minute Average Brand Time
- 1st MTV/Panache Rich Media unit to expand outside of player