AT&T Cyber Lobby Gives HQ Launch Better Reach
AT&T’s product launches have traditionally been accompanied by an event in the lobby of corporate HQ to get employees excited. But the company recognized it could extend the excitement beyond its corporate campus to all of its 250,000-plus employees, so it introduced the AT&T Mobility Virtual Device Showroom.
To build companywide buzz, AT&T emailed invitations and posted news stories and a banner on internal sites. During its first year, the virtual “lobby” hosted live launches on a monthly basis, featuring videos, informational documents and ask-the-expert chats. Attendees could take quizzes to enter prize drawings, and the product information remained active on the site until the next device launch. Materials from previous launches were stored in an online archive, so employees could review them later.
For the first year, the virtual showroom hosted 13 live events and launched 23 new products. AT&T racked up 157,127 log- ins with a total of 121,523 hours spent in the virtual environment. Throughout the year, AT&T increased the number of new attendees by 136 percent, while maintaining a return traffic percentage rate of 52 percent.