AT&T: TICKET TWOSDAYS

The inception of the Ticket Twosdays campaign was a breakfast meeting with Cliff Marks from National Cinema Media. Cliff was keen to build a deeper relationship with AT&T and I suggested to him that we should develop a program similar to Orange Wednesdays in the UK. This was a hugely successful loyalty play by Orange, who gave their customers a free ticket when they they went to the movies on a Wednesday night. The timing for such an initiative was perfect as the wireless wars were in full swing and churn was becoming an increasing concern for us. Also, following the DirecTV acquisition, AT&T wanted to pivot to become more of an entertainment brand. Thankfully, the stars were all aligned and we were able to launch AT&T Ticket Twosdays.