AT&T U-verse: U-Guide Member Marketing
Boosting loyalty and engagement with exclusive editorial content.
The Challenge:
TV is nothing like it used to be. With hundreds of channels—and hundreds of thousands of shows—today’s viewers are overwhelmed with options. But while AT&T’s subscriber base kept growing, the CRM budget to reduce customer churn was stagnant. How could we get better content to more people to get them more engaged with the product?
The Strategic Solution:
By evolving a recurring print piece into a digital one, Epsilon found a way to deliver rich original content directly to U-verse customers while increasing the audience. We built a robust editorial department and CMS that flowed content into the web, android apps, iOS apps, email blasts and social media.
This second-screen experience served up a wealth of one-of-a-kind celebrity interviews, interactive games, and behind-the-scenes exclusives, all about the shows subscribers were (or would soon be) passionate about.
Results: Over 1M native downloads + 2.5X more engagement in social over control content.
