Purpose of Campaign: The purpose of this campaign was to get more people, specifically teenagers, to follow AT&T more on social media, and having constant engagement with their networks. (Tumblr, YouTube, Instagram, Twitter). They wanted to do this without having to pay for advertisements, and let the customers and followers to create the marketing themselves, making it relatable, and engaging.
What They Did: Summer 2013, AT&T created a mobile reality TV show series that also could be watched on YouTube. 52 episodes total. It focused on 8 teenagers that lived in LA and their summer adventures before they left for college. It was so successful they ended up having a second season in summer 2014.
What Happened: The results exceeded all expectations, racking up 15 million views on YouTube and 10 million social engagements, in addition to demonstrating a data-driven, an interactive approach to storytelling was shown. Teenagers posted on Instagram, Twitter, and Tumblr about their summers and their relation to the reality TV show. It was such a success there was two seasons. AT&T was genius with this because they were able to get teenagers, who are on social media the most now, to engage with their company regarding a TV show, and build a relationship to customers.
Name of Business: American Express. Blog name: OPEN Forum https://www.americanexpress.com/us/small-business/openforum/explore/
Product or service offered: It offers tips and advice for people trying to build their brands, market, or even simply learn about how to organize finances. Bloggers are able to help business people with their questions and problems.
Target Audience : People that work in businesses, specifically marketing and brand development. It also gives great advice about copyrights, leadership, storytelling, and how to promote your brand. It’s great for a variety of people in the work field, especially young professionals that are in marketing and business.
Content shared on the blog: The content shared on the blog entails advice on turning your business into a brand, what not to do when running a business, and how to make your brand a success. It’s great because there are several topics the bloggers talk about that answer the readers questions when it comes to making their brand popular.
How often the blog is updated: The blog is updated on a daily basis. Each day there are new topics people can read about regarding marketing, business branding, copyrights, and finances. New topics come out everyday and there are several bloggers that post on it, keeping it updated and consistent.
Story that the blog tells about the brand journalism: What’s great about this blog is that American Express is not focusing on how or why someone should bank with them. Instead, they’re focusing on people in the business world that need help developing their brand. It’s great because it answers readers’ questions and several of the bloggers provide thorough information on several topics to help people become successful. It’s absolutely fabulous because it’s showing that they care about the people. They want to form a relationship with their customers and want to prove they’re more than just a bank, they really want to help other companies be successful with their business. It’s great because even at the bottom of the blog one can see customers questions, and see how they are responding to the readers and engaging.