In a sea of mobile features and trends, AT&T’s Mobile Barcodes needed to stand out from the rest. While the unique graphic codes offered the ability to lead consumers to various types of destinations and were easy for marketers to customize, they weren’t being utilized in the right ways. The AT&T experience needed to educate users in an engaging experience.
The codes’ strengths were featured in a full-screen, video-based site. Short vignettes centered on users scanning the codes in everyday life, reaping the benefits of exclusive video or directions to a new store. Hotspots within several vignettes gave additional details about features.
The vignettes were shot over two days in trying conditions and within a six-and-a-half week overall production timeline. In order to truly engage the viewer, different levels of 3D were woven throughout the videos.
Two sections after the vignettes explained how essential these codes will be in the future. They included a tutorial with a how-to video embedded in the code and interviews with industry experts. At the time of launch AT&T planned to roll out the scanning app in all its smartphones.
Agency partner: Rodgers Townsend