AT&T needed to give people a personalised and individual way to say ‘I love you’ with its technology on Valentine’s Day. It needed to live up to the brand promise: Rethink Possible. Our solution was to let users literally shout their love from a mountaintop by having a group of very loud mountain men do it for them. Anyone could submit love proclamations through Facebook or Twitter, then see the shouts streamed live on Valentine’s Day. Afterwards, individual clips were posted onthe Facebook walls of senders.
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