AT&T The Bridge

WEB REDESIGN & CONTENT STRATEGY

Site Traffic Increase
0
Percent
2016 WebAward Winner for

Outstanding Achievement in Web Development

The Challenge

Drive brand affinity and increased awareness among the urban audience.

Insight

Multicultural audiences have grown in size and economic power exponentially over the past 5 – 10 years. These consumers use technology at higher rates and much more intensely than their non-multicultural counterparts. Black consumers, in particular, are early adopters with 70% saying they are fascinated by new technology and cultural specific content.

Activation

AT&T build the Bridge as a means to keep the African-American (AA) consumer connected to the people and technology shaping the future. While the site was created to inspire a deeper connection with this audience, the web design and content strategy failed to pull the audience in and maintain their attention long term. Intuition Consulting Firm worked with AT&T to redesign a fresh, responsive design for the site and lead the strategy to launch an entirely new content approach including short-form videos featuring AA innovators and personalities. Additionally, the Intuition team adjusted the site voice from promotional to editorial for stronger and more streamlined integration of AT&T’s brand programming.