AT&T Kiosks Aim to Build Database
AT&T Corp. hopes to build a database of prospects through a mobile kiosk tour and sweepstakes for AT&T Unlimited, a new plan that lets consumers call other AT&T residential long-distance customers nationwide for $19.95 a month and 7 cents a minute to non-AT&T users.The promotion's centerpiece is a 30 foot-by-30 foot AT&T-branded tent and stage in city parks during summer festivities to resemble a living room setting. Consumers will be driven through local radio spots and in-park announcements to gather information, play games and register for the sweepstakes.
"A sweepstakes overlay is more enticing to consumers to get them to come in and have interest rather than just seeing an AT&T booth," said Pam Hague, vice president and management supervisor at DVC Worldwide, the Morristown, NJ, agency on the account.
Once in the tent, consumers can listen to music with an on-site emcee, play games and take home giveaways. They also are encouraged to register for the sweepstakes and offer mail and e-mail addresses.
The grand prize is a one-week-a-year timeshare for life in a Marriott Vacation Club International property, valid for the winner and his or her family. Alternatively, the winner can opt to take $49,000 in cash. Other prizes include a week's vacation at a Marriott Vacation Club International or a three-piece luggage set.
On-site Web kiosks will enable the on-the-spot registration for the sweepstakes. A special site, attunlimitedsummer.com, has been created for this purpose.
Once registered, consumers will receive another e-mail as a double opt-in measure asking whether they want news of other products like the AT&T WorldNet Service, DSL or AT&T local service.
The summer promotion runs through Aug. 18 in highly trafficked public areas. Locations include the Boise River Festival in Boise, ID; Trinity Festival in Dallas; Bastille Days in Milwaukee; Celebration of Nations in New York; Bele Chere in Asheville, NC; Ohio State Fair in Columbus; Three Rivers Regatta in Pittsburgh; and Air & Water Show in Chicago. About 8 million people are expected to attend these events.
