MORE FOR YOUR RIVERDALE THING
In 2018, AT&T launched a new brand platform: More for Your Thing, That’s Our Thing. Our goal was to not only provide better service and more coverage, but to offer folks more of what matters to them. More content, more behind the scenes, more music, more TV. And this project is one of the ways we made good on that promise.
THE ASK
Reach millennial audiences and remind them AT&T can give you “More For Your Thing.”
Problem is, it’s tough to reach millennials when they’re streaming from their phones whenever and wherever they want with unwavering cynicism.
I repeat, they will not hesitate to switch platforms or press that skip button.
THE STRATEGY
Treat them like an audience. What do they want? Their favorite show: Riverdale. So, we’ll give them more of it.
Rather than including more ad breaks for them to skip, we’ll give them more content and ways to connect with the actual characters.
And we’ll do it right where they’re watching - on their phones.
THE RESULT
We ran co-sponsored bumpers, exclusive content segments on YouTube, and created an Instagram page for one of the characters that was utilized in the show.
The partnership ran for more than two seasons, and created a sensation among fan instagram accounts and die-hard viewers. Even the actors from Riverdale joined in on the fun!
PRESS
THANK YOU
Agency: BBDO Los Angeles
Team: Sam Gilloud, Johnny Wardell
Case Study: Hearts & Science for AT&T