AT&T Wi-Fi Coupon Online Campaign

Overview

When Telecomm giants SBC and AT&T merged in 2006, it meant AT&T was acquiring one of the largest Wi-Fi networks in the nation. AT&T's new Wi-Fi service had been available in Barnes & Noble book stores, Caribou Coffee shops, hundreds of airports, and many other venues. However, they wanted and needed more.

The key to expanding a Wi-Fi user base is to get people to try the service. "Couponing" is the traditional method to accomplish this; however, conversion rates for getting non Wi-Fi users to bring a Wi-Fi enabled device to a venue and login is low using traditional advertising. Acquisition costs for traditional media was estimated to be above $60 per user.

The Challenge

Create a broad reaching Wi-Fi couponing campaign that produces the lowest cost per visitor.

The Solution

Online buzz marketing was determined to have the most potential to reach the target audience. A Wi-Fi locator site, wifinds.com, was built to allow people to find local venues and to act as the coupon awareness focal point. LevelTen used a wide variety of online marketing techniques"

• Banner ads
• Pay-per-click
• Content networking
• Guerrilla marketing on Wi-Fi related sites.

All marketing was proactively monitored and adjusted to ensure the efforts were focused on the highest return areas.

The Results

Within a few weeks of launch, the campaign generated 183 coupon usages a week. During the next four weeks, the campaign was tuned using live metrics to increase usage by more than four times. By the end of the three month exploratory campaign, 1,675 unique coupons were used, representing an acquisition cost of less than $15.00 per user. Online buzz marketing had achieved returns four times less than the estimate for traditional marketing.