AT&T Wireless had recently introduced the 'Digital Pocke

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Frankel Marketing utilizing SurfersNet
Technology
Increase Use of New Services
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Increase use of new services

• ATT Wireless had recently introduced the
  Digital Pocket Net, their Internet wireless
  services
• Challenge to encourage trial of the Internet
  services through consumer education and increase
  the usage of the service
• Frankel created the marketing strategy and
  creative components for the program

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Background

• ATT wanted to
• Leverage the online environment to educate
  consumers
• Create a fun, interactive promotion to show users
  how to use their services
• Partner with other merchants to offer incentives
  to consumers

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Solutions

• Interactive product demonstrations
• Instant Wins
• Sweepstakes
• Data collection

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Interactive Product Demonstrations

• By playing the game, users learned more about the
  Pocket Net services
• Pop-up windows showed Flash movie
  demonstrations
• Instant win functionality was tied to the product
  demonstration

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Instant Wins

• Allowed users to win only one instant win per
  day, while still allowing them to use the demo as
  often as they wish
• Instant wins tracked via a database and sent to
  fulfillment partner

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Sweepstakes

• Users could enter any time for the sweepstakes
  grand prize drawing
• Database tracked entries and sent to fulfillment
  partner

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Data Collection

• Optional survey with the sweepstakes collected
  user data
• Data transferred to ATT to assist with their
  future marketing strategies

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