AT&T – Social Beta

AT&T was offered a chance to make a new Snapchat ad in beta, which would allow viewers to swipe up on a standard Snapchat video and interact with a simple mobile website. As with a lot of beta offers, the turnaround was quick: five days to concept, cast, film, create, and post.

The chosen concept, “Dad Deserves Better,” encouraged users to get dad the coolest tech from AT&T instead of the same old gifts for Father's Day. I worked with casting, the stylist, and the photographer, as well as directed the actor and purchased props.

Results

• 14% of viewers swiped up, more than twice the average

• Viewers spent an average of 10 seconds on the mobile site

• 3.7% went on to the landing page