AT&T increases social media for 2010 Black History Month effort

Share this content:

AT&T is conducting a campaign throughout February celebrating Black History Month. The effort, known as “28 Days,” targets black consumers via mobile and online marketing.

The company increased its use of social media for this year's Black History Month effort, incorporating mobile, display ads, an interactive Web site, search marketing and a speaker series to celebrate the contributions of black Americans. Its 2009 Black History Month campaign contained only a Facebook page

“Last year, we built some equity on Facebook, but this year we decided to take it up a notch, and so we added some additional media channels and the speaker series,” said Laura Hernandez, executive director of marketing management at AT&T.

The campaign's goal is to celebrate black Americans' historic accomplishments, while encouraging black consumers to make their own historic moments. The initiative's site calls consumers to upload stories about their own accomplishments. Visitors can also opt in for text alerts with information on the campaign and its events.

“We wanted to look beyond the 28 days to motivate our community and loved ones to think about not just the past, but about how they can better themselves and their communities going forward,” said Hernandez.

The speaker series runs throughout the month. Boxer Laila Ali will speak in Oakland on February 9, while hip-hop mogul Russell Simmons will appear in Washington, DC the next day. Branding and marketing expert Erin Patton will speak in Chicago on February 16, while social activist Jeff Johnson will give a talk in Atlanta on February 24.

AT&T will promote its products and services at the events, where there will be signs calling consumers to opt in to the mobile effort.

close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above