AT&T uses city performers to encourage cell manners

SAN FRANCISCO: AT&T Wireless celebrated Wireless Etiquette Month with street theater that made headlines across the US.

SAN FRANCISCO: AT&T Wireless celebrated Wireless Etiquette Month with street theater that made headlines across the US.

In New York, San Francisco, Chicago, and Boston, pedestrians are used to seeing street performers. AT&T's singers, however, sang familiar songs - such as "You Can't Always Get What You Want" and "Eight Days a Week" - with updated lyrics that reflect how people can improve their cell phone etiquette.

"It was a fun, lighthearted way to teach people about phone etiquette," said James Peterson, VP of PR at AT&T Wireless. "Most people think they are being polite when they use their cell phones, and that others are being rude. People love their cell phones, and that doesn't mean they love yours, or the way you use it. So we just wanted a way to remind people how to use their phone properly without pointing fingers."

Along with the singers were actresses dressed as little old ladies who shushed people talking loudly on their cell phones, or asked them, "Why are you yelling?" Peterson said the grannies also rewarded good behavior by handing out $25 coupons for AT&T wireless stores to those who used their phones properly.

"We're getting very positive feedback about this," Peterson said. "People are used to seeing singers on the street, so it kind of takes them by surprise when they hear the lyrics."

The singers were positioned near subway exits, where riders would emerge to see them. Peterson said the locations were near transit centers that featured AT&T Wireless ads focused on the etiquette theme.

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