Stream on

As a leading TV service provider, AT&T jumped on the streaming bandwagon early on, with U-verse TV which let customers streaming movies and shows live or on demand via Uverse.com website or the U-verse app.

Setup & context

As an early streaming adopter, I jumped at the chance to build AT&T's on-site merchandising from strategy development to execution.

The challenge & problem PROCESS

With streaming still in its infancy, I developed a strategy to not only engage customers but also educate about the service while also building excitement and interest in purchasing.

Comprehensive awareness campaign

My plan included a full dedicated landing page using parallax design to increase engagement, site-wide merchandising placements, and mass advertising support via paid search, display and social advertising, affiliate marketing, and email/direct mail.