We were killin' em in 2008! This isn't a case, it's several consecutive programs that consistently enable or enhance the experiences and passions of youth through AT&T products and services. That's how you make a brand with the word "telegraph" in its logo acronym, relevant to youth. Do stuff that matters to them.

1. Back-to-School
Case Study: 2008
MobileBehavior Client: AT&T

2. Background & Overview
• The Back-to-School (BTS) timeframe
represents one of the most significant
sources of annual revenue for
MobileBehavior client AT&T
• Each year, as AT&T’s Youth and Mobile
Marketing Agency-of-Record,
MobileBehavior creates and activates a
summer-to-fall BTS strategy that includes a
mix of online, offline and mobile brand and
agency activities designed to:
– Increase average revenue per user
– Drive new customer acquisition
– Create and extend relevance for the AT&T brand
among youth
– Increase engagement time with AT&T via the handset

3. Situation Analysis: 2008
• Following AT&T’s acquisition of BellSouth and
the call to create resonance for “the new AT&T”
among youth during this massive transitioning
exercise, AT&T faced growing competitive
pressures in areas of value, network
reliability/speed and handset selection
• Carriers and MVNOs were creating packages,
programs and promotions designed to target
underpenetrated youth segments including
content creators and thought-leading influencers
operating in low overall user count, but high-
volume capacity in online social networking sites
and virtual worlds
• Music continued to play central role in switching
behavior among youth with the need to
maintain lead position in this “choice”, content
and event-driven category more important than
ever

4. Key BTS Youth Trends and Drivers
• Social networking continued to be a dominant force in shaping
teen identity – youth belong to several
• User generated content trending still upward as the medium to
broadcast lives of youth online and on mobile
• Virtual worlds & massively multiplayer online gaming were
growing in popularity, with specific affinity interests ranging
from in-world 3-D object building (Second Life) to simply
resonating with a popular TV program (Virtual Laguna Beach)
• Top teen passions at the moment were music, media, gaming,
communication and fashion
• Teen girls had emerged as the key communicators, leading in
social networks and usage of SMS and MMS
• Teen boys continued to lead the usage of mobile internet,
games, and videos

5. Goals
1. Maintain wireless youth share in the face of competition, high
general market churn, and recent Cingular/AT&T merger
2. Spotlight the power of new handsets and applications to youth
in new and innovative ways
3. Deliver greater revenue intensity – stimulate usage & adoption
of mobile data products
4. Make the new AT&T brand for wireless accessible and relevant
to youth
5. Preserve Cingular/AT&T as the “perceived by” leader in key
categories among youth: social networking, music, shopping

6. Strategy
• Permeate the lives of our youth target 24/7
• Leverage key passions including music, entertainment,
fashion, and friends on a national and local level
• Create platforms and promotions that give youth the
opportunity to both consume, create and share mobile
content
• Enhance experiences already important to youth by
creating opportunities for them to use AT&T wireless
products and services in ways that are meaningful
• Bring the online/offline worlds of today’s young people
directly onto the wireless handset
• Create mobile content paths that are easy to navigate
(keywords/shortcodes, custom BTS WAP microsites)
• Rapidly develop applications to deliver the online
social network experience to the mobile device as
youth continue to gravitate toward these properties
during BTS
• Leverage highly targeted online, offline and mobile
consumer touch-points to ensure influencer targets
and content creators further their “niche-to-mass”
authority and peer power by becoming AT&T
promoters, brand advocates and loyalists

7. Event Activation

8. Vans Warped Tour:
360 Mobile Integration
Situation
• In 2008 AT&T entered its fifth consecutive year as title sponsor of Vans Warped Tour, a
50-city, 500K attendee, evergreen summer alt rock event series
• “Presented by AT&T” had to be taken further to ensure the full impact of the brand
relative to a youth music festival was experienced by youth on and off-site, and ported
to the handset as extensively as possible
Strategy
• The Warped device deck was designed by MB to act as the launch point for all BTS
activities, creating centralized WAP presence for the event and unique text and photo
messaging experiences powered by mobile
• Mobile devices were made the hub of the festival experience, where visitors received
event –related content and targeted drive-to-retail local market BTS incentives/unique
mobile affinity bundle content purchasing opportunities
Execution
• MB licensed, aggregated and presented all tour content on a single Vans WAP microsite
easily accessible via WAP push from a keyword/shortcode path
• Mobile site featured exclusive Warped Tour ringtones, live tones, concert video,
Warped photo gallery community pages, LBS applications for tour routing and guide
info, band schedules, loyalty program provisioning, and more
• Unique event experiences are activated by AT&T mobile phones, including
VIP backstage performances by artists and mobile gaming competitions featuring
popular properties like Guitar Hero
Results
• The program generated more than $1MM of revenue from Vans mobile content and
experienced a 24% mobile coupon conversion rate during the BTS buying window
• More than 650K text and photo messages were sent and received by concert attendees
and fans of the tour

9. Campus Movie/MusicFest:
User Generated Mobile Content
Situation
• Campus MovieFest entered its second year partnership with AT&T/MB in 2008 during BTS
• The 10-month tour was expanded by MB on behalf of AT&T to launch in August and run
through the BTS window as students returned to campus and throughout the school year
• MB created an integrated program that positioned AT&T as the enabler to create short films by
providing students with the technology and training needed and at no cost to them
Strategy
• Make mobile devices the hub of the film and music festival experience
• Allow visitors to experience event content, receive targeted AT&T BTS product info and
exclusive purchase opportunities
• Give youth the opportunity to leverage the AT&T distribution power by featuring the “best of”
student-shot content and making it available for purchase to all AT&T customers (rev share
w/student filmmakers) on 65MM handsets
Execution
• Streamed the best movies over mobile using AT&T video platform
• Created SMS keywords (MOVIES and MUSIC) to shortcode 2251 to get instant access
• Sold ringtones from performing bands with % of revenue to artists
• Text voting for top films using mobile
• Localized retail offers to drive new customer signups
Results
• Generated more than $250K in incremental user-generated content revenue
• Over 145K SMS messages sent and received on the event community deck
• Over 10K unique video viewing sessions on mobile

10. Social Networking Sites,
Virtual Worlds
& Crowdsourcing

11. Facebook
Developers’ Challenge
Situation
• MobileBehavior tapped into the popularity of Facebook and crowdsourcing,
creating a new way for youth to collaborate with AT&T and communicate
with each other as they headed back to school
• Facebook had made their mobile and web APIs available to consumers and
brands to allow users to develop applications around utility for use on the
Facebook property
Strategy
• Preserve AT&T as the leader in mobile social networking and utility
applications with established and emerging properties and platforms
• Drive new mobile revenue for AT&T by tapping the power of budding
developer communities online
• Create a new way for Facebook users to interact with each other via mobile,
and make it known that AT&T empowers youth to create mobile utility on
the network and on Facebook
Execution
• MB used this new open Facebook platform for AT&T, challenging developers
to create compelling mobile applications that incorporated AT&T wireless
services into user Facebook profiles
• Competition reward: $5,000 and featured in AT&T media/”Sponsored
Stories” on Facebook
Results
• 894 Users installed the Developers’ Challenge application
• 125 final applications developed, submitted and verified by users during BTS
promo period
• 280K unique impressions of “Sponsored Story” contest on Facebook
newsfeed
• 2.4MM total impressions of Sponsored Story

12. Virtual MTV: In-world – to – Mobile Paths
Situation
• MB created and activated a one-of-a-kind brand ambassador program
in “Virtual MTV,” a virtual 3D environment designed for brands to
interact with youth in affinity TV programming virtual environments
Strategy
• Provide in-world users with one-of-a-kind unique access to virtual
events and mobile rewards, provided by AT&T and delivered via
mobile devices
• Create an ongoing relationship with consumers, cultivating long-term
interaction and driving brand preference and willingness to
recommend
Execution
• Mobile Behavior designed an entire in-world activation program,
centered around a virtual brand ambassador “Tony Fresh”
• Tony roamed the world, interacted with in-world youth, provided
branded AT&T rewards and hosted events where players could learn
about AT&T products and download them to their handsets
• The program was extended to in-world youth to act as virtual brand
ambassadors and receive exclusive mobile content and vanity items in
exchange for their promotion services
• In-world virtual kiosks allowed users to access exclusive AT&T mobile
content
Results
• Over 575K AT&T branded rewards distributed in-world
• 35K click-throughs from in-world kiosks to access AT&T content and
information

13. Shopping, Couponing and
Location-Relevant Services

14. Situation
• The “last 50 feet” is the Holy Grail of retail. How do you interact with
customers in an engaging way to close the sale?
• AT&T was in need of alignment with youth-relevant brands and specifically
matching the AT&T brand’s services with popular youth retail/offline
shopping destinations
• MB also needed to gauge youth appetite for emerging social and location-
based mobile couponing services that would arrive with new LBS
applications coming following BTS and during holiday on the network
Strategy
• Drive purchase and consumer engagement by offering youth consumers
limited time offers delivered on their mobile device
• Create an integrated partnership with youth entertainment product retailer
FYE on an “Insider Deals” mobile couponing program that placed mobile
CTAs (keyword/shortcode paths to discounts) in high volume youth retail
environments
• Educate consumers on new mobile coupon availability and test success for
future deployment
Execution
• 3 month “Insider Deals” SMS-based campaign launched at 700+ FYE retail
locations across the U.S.
• Call to action messaging on signage in-store, on payment terminals and on
receipts – coupon redemption made extremely simple via SMS
Results
• The targeted mobile offers resulted in a 36% conversion rate during the BTS
promo period, significantly higher than any AT&T web or mobile program to
date
• Campaign generated 250K “endorsed handset impressions” for AT&T and
FYE, driving increased participation in mobile couponing programs following
this activation series
“Insider Deals” Wireless Couponing

15. Socialight: User-Created Campus Guide
Situation
• MobileBehavior deployed a pilot social shopping program for
NYU students to test the effectiveness of location based retail
on mobile
Strategy
• Gauge consumer interest in social shopping and location based
mobile offers
• Provide college audience with interactive mobile guide when it
matters most to incoming freshmen discovering New York City
and activities/locations on and around campus
Execution
• MB developed an integrated program with Socialight, a “social-
mapping” service to identify top New York City retail locations
of interest to incoming NYU freshmen
• All locations were tagged on an interactive map for students to
discover on mobile and linked to expanded content on the
handset
• Students were provided with a platform to create, discover and
share locations on their handsets, creating user-driven
momentum
• Content was accessible over mobile by texting a NYC zip code
or cross street to receive peer and MB programmed localized
content relevant during the BTS period
Results
• 5,600 “sticky shadows”/user generated mobile media created
during BTS window
• AT&T Socialight channel ranked in top 5 during promo period
and campus outreach

16. Cross-Impact of Programs

17. Overall 2008 BTS Results
The combined impact of MobileBehavior’s online, offline, and
mobile back-to-school strategic recommendations and specific
program activations were groundbreaking for the client:
• AT&T experienced a 3% YOY youth share increase following the BTS series of
integrated programs developed by MB
• Top competitor Verizon was again relegated to the #2 subscriber count and youth
share position, even with a huge media, advertising, and tour sponsorship dollar
commitment against V CAST products and services
• “Willingness to Recommend” AT&T increased among youth and outpaced all
competitors in this category in panel and commissioned research conducted
following the series of BTS promotions* (MIV Jan 2009)
• AT&T once again secured lead position in the social networking category as reported
by youth* (MIV Jan 2009)
• Revenue derived from BTS promotion-related events, applications, mobile content,
handsets and accessories exceeded $3.5MM
• More than 3MM unique youth subscribers visited MB-architected and implemented
mobile BTS sites on and off-portal