Team Coco MMA CASE STUDY Tablet App Campaign Summary Many Millennials think of AT&T as a big, impersonal company that may drop their calls. The brand needed to convince this audience that AT&T has the most powerful network in the nation to enable richer experiences in consumers’ lives. To do this, the brand created a yearlong, multi-platform partnership with Conan, Conan O’Brien’s late-night TV show, to demonstrate AT&T’s ability to connect consumers to the things they love. Strategy and Execution AT&T knew the target audience, tech-savvy adults between the ages of 18 and 49, needed to see the network in action in order to understand its power. Since premiering in November 2010, Conan has been a hit with digitally connected viewers. The show’s success extends well beyond its TBS telecasts to include DVR, online and mobile viewing, and extensive online interaction. A true powerhouse when it comes to online activity and engagement, O’Brien has amassed 5,049,000 followers on Twitter — more than any other late-night host. The “Team Coco” tablet app was developed to harness the power of Turner Entertainment’s innovative social TV apps and provide consumers with an engaging content experience. The social TV app tapped into the audience’s desire for a two-way conversation with the show. AT&T had exclusive ownership of the show’s website, TeamCoco.com, while high-impact digital media executions on TBS.com generated engagement for AT&T and promoted the sponsorship. Through an on-air integration for AT&T, O’Brien and his cohost, Andy Richter, demonstrated how the app worked by walking the viewers through the app’s features, creating a stronger connection between the app, the Conan brand, and the AT&T network. The app, available for Android and Apple tablets, let viewers experience Conan on two screens in a whole new way. Through audio content recognition technology and audio fingerprinting, the app synced with users’ live and DVR TVs, allowing for real-time interactivity. The app featured exclusive content that synced with the show (a first for a late-night talk show that broadcasted four nights a week). When users activated the sync feature, they saw behind-the-scenes photos, outtakes, rehearsal footage, and other special content generated specifically for the app. The Team Coco app also featured trivia questions and allowed users to interact with friends on Facebook and Twitter. The Conan Blimp, a highlight of the campaign, traveled the East Coast supplying AT&T-sponsored aerial coverage of Major League Baseball playoff games. Fans could locate the blimp via Foursquare, share sightings, and post pictures on social media. While on air, O’Brien selected a fan to fly in the blimp and report back to him with photos and tweets using an AT&T 4G device. TV and digital media campaigns provided promotional support for both the blimp and the app. Results AT&T’s sponsorship of the Team Coco tablet app resulted in 40,000 downloads in the first few months, with usage continuing to grow. With over 97 percent of Conan viewers engaged in social media, the Team Coco tablet app gave fans more interaction with the show and helped TBS to interact with the target audience like never before. Video clips from Conan, viral players, and YouTube attracted more than 83 million views in 2011. And the Team Coco Facebook page added more than 1.8 million fans, nearly doubling the page’s January 2011 figures. Source “Team Coco Tablet App/AT&T.” 2012 MMA Smarties Submission Tablet Campaign. Brand: Turner Sponsor Shop. Lead Agency: Turner Entertainment Networks. 2 Team Coco Tablet App .