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.