About The Project
EXPERIENTIAL ACTIVATION | THE MARKETING ARMAT&T has had a longstanding partnership with the Girl Scouts, primarily focused around inspiring girls to pursue STEM careers.
As the title sponsor of the National Girl Scouts' Convention, AT&T wanted to generate awareness of their commitment to creating the next generation of STEM leaders.
The Strategy
Demonstrate the power of imagining your STEM future through a tangible experience that brings the endless ways STEM impacts our world to life.
The Experience
The Infinity Room
We created an immersive mirrored space that taps into girls’ imaginations and artistically evoked various STEM fields, allowing attendees to discover that their possibilities in STEM are infinite.
The onsite experience consisted of an interactive personality quiz, encouraging girls to discover a STEM archetype that connected closely with their personal interests and passions.
From there, they could experience the Infinity Room, featuring a massive screen playing a custom created immersive video – with narration from real Girl Scouts – about the infinite possibilities for girls in STEM.
Results
We achieved a 64% lift in activation attendance and a 41% increase in AT&T brand attribution.
90% of attendees said their visit was a learning experience.
Anne Chow, President of National Business at AT&T