AT&T partners with Lil' Wayne for social media outreach

ATLANTA: AT&T is using social media and partnerships with entertainment companies and artists to interact with a younger demographic.

ATLANTA: AT&T is using social media and partnerships with entertainment companies and artists to interact with a younger demographic. The latest of these partnerships, with rapper Lil' Wayne, saw the company introducing his latest single via social media.

"The youth segment is a really key segment, and we want to reach as much of that audience as possible," said Mark Nagel, director of music and video production for AT&T. "[Social media] is really the perfect match to reach those customers in a place that is really relevant."

AT&T worked with Lil' Wayne and his label, Cash Money/Universal Motown Records, to stream the debut performance of his new single, "Prom Queen," on AT&T's Freedom of Choice and Mobile Music Facebook pages on January 27.

"It's a way for AT&T to differentiate and connect with different customers," Nagel said, about the goal of the program. On the label side, the buzz from AT&T helps sell content.

Leading up to the performance, AT&T worked with the record label to promote the campaign, sending e-mails and text messages to fans and working with fan Web sites. The choice to use Lil'Wayne's music for the promotion was not arbitrary. AT&T data shows that its customers downloaded his ringtones more often than any other artist in 2008.

"[We want to] engage younger customers to find relevance with our brand," added Mimi Chan, director of national marketing for AT&T. "We want to resonate with them, so they know we have the best music, texting."

Through Facebook, AT&T was "able to drive a large number of customers to gain awareness of the campaign," she said.

Fleishman-Hillard, AT&T's communications AOR, supported the program with digital and communications initiatives and helped the company reach out to music publications, general consumer publications, as well as online publications and bloggers.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.