About The Project
EXPERIENTIAL ACTIVATION | THE MARKETING ARMIn 2006, TOMS Shoes founder Blake Mycoskie began running the company from his AT&T cell phone. 2016 marked the 10-year anniversary of the two companies’ partnerships.
To celebrate the occasion, AT&T wanted to promote the partnership by telling the story of how their mobile network helps TOMS accomplish their One-For-One mission across the world.
The Strategy
Connect TOMS customers to the good their purchase does through an immersive experience that brings the story of the partnership between AT&T and TOMS to life.
The Experience
#CelebrateGood
We created a giant TOMS shoebox filled with technology that invited visitors to experience how TOMS and AT&T are creating a better tomorrow together.
The space featured a VR film called “A Walk In Their Shoes,” which followed a TOMS customer on his journey to meet the child impacted by his TOMS purchase. Visitors could also explore interactive timelines, 360 videos, and tablets to dive deeper into the story. To encourage social sharing, AT&T and TOMS donated a pair of shoes for every photo using #CelebrateGood.
This massive experience was then downsized and taken to 11 stops across the country, so that even more people could #CelebrateGood with AT&T and TOMS.
Results
From May - December, the campaign generated 20.3 million media impressions, over 14,000 onsite engagements, and 36.6 million social impressions.
92% of attendees said that their experience improved their perception of AT&T.
This experience also received the 2017 Gold PRO Award for Best Cross-Country Campaign.