AT&T nails the message and the medium

I’ve managed a few proactive communications projects with AT&T developer and technology teams over the last few years based on my work providing industry analyst, media and social media relations support to global technology consortia and standards bodies.

I have worked behind the scenes – which is often my preferred method of working – to announce AT&T’s involvement in UTI by proactively arranging an interview between Martin Wrigley, a top-notch UTI spokesperson, and John Waters, a technology journalist who was writing for Application Development Trends at the time.

The result was a fantastic feature story loaded with UTI messages and placed without issuing a formal press release. AT&T has also been part of the enterprise cloud, data center and big data trend stories I’ve been proactive with in global markets as part of my work with ODCA.

Given I keep a close eye on the global service provider and telecom industries and have helped promote a couple of AT&T initiatives from the industry standards point-of-view, I was anxious to take a look at the company’s newest ad in the “It Can Wait” campaign.

I understand why the ad generated so many headlines in traditional media and so much buzz across social networks. It’s a powerful and frightening depiction of how dramatically life can change because of a text or social media check-in by someone driving a car.

While the ad can be painful to watch, the message is spot-on and one that should likely be seen over and over again by anyone prone to texting while driving. The It Can Wait campaign is focused on eliminating device use while driving and incorporates a remarkable use of virtual reality technologies.

Virtual reality is a trend I mentioned last spring in my Here Maps post and – when it comes to using the medium for ad and campaign development – seems to be an area where AT&T’s communications team has taken an early lead.

Check out the latest It Can Wait ad below. – Russ DeVeau