Experiential: Entertainment
Client: AT&T
BACKGROUND & OBJECTIVE
AT&T wanted to showcase its strength not only as a wireless carrier but also a TV entertainment
company. Using the motto “Entertainment. Your Way”, the brand sought to leverage entertainment-
focused opportunities to connect with 1.5 and 2 nd generation Asian American millennials in a more
meaningful way.
STRATEGY & TACTICS
TEN strategically partnered with KCON, the largest Korean culture convention and music festival in the
U.S. featuring K-Pop idol groups. To garner ample media and social media attention, AT&T and TEN
launched the #KCONYourWay campaign, bringing the ultimate KCON experience to fans:
- Launched a digital sweepstakes to encourage fans to win a bundle of prizes, including highly
coveted KCON concert tickets, the latest flagship LG devices, air travel, lodging and cash-card. - Executed event activation with distinct experiential zones: (1) an integrated K-Pop music video
set with a stage for fan performances; (2) an augmented reality game; (3) a premium
“selca”/selfie photozone; and finally, (4) a wireless device charging lounge (for LA only). - Coordinated K-Pop artist engagement experiences at the convention and at the AT&T retail
store in LA for fans to meet their favorite artists such as SF9, VIXX, Cosmic Girls and more.