It’s a big U-verse.

The AT&T U-GUIDE—an interactive TV guide app and second-screen experience

AT&T U-verse

A quick note:

I pitched this idea to my client from a prototype in my pocket wearing a penguin suit at the bar at the Ad Council Awards Dinner. A year later, we had stood up a full editorial and development team to the tune of $8M a year.

The Challenge:

Television is nothing like it used to be. With hundreds of channels—and hundreds of thousands of shows—today’s viewers are overwhelmed with options. But while AT&T’s subscriber base kept growing, the CRM budget to reduce customer churn was stagnant. How could we get better content to more people to get them more engaged with the product?

The Solution:

By evolving a recurring print piece into a digital one, we found a way to deliver rich original content directly to U-verse customers while increasing the audience. We built a robust editorial department and CMS that flowed content into the web, android apps, iOS apps, email blasts and social media. This second-screen experience served up a wealth of one-of-a-kind celebrity interviews, interactive games, and behind-the-scenes exclusives, all about the shows subscribers were (or would soon be) passionate about.