AT&T Text Jumbli: Multi Platform Messaging

Thanks Next Great thing for this report on a sweet, mobile behavious campaign linking hundreds of screens in a real world mmp

November 25th, 2008 by NGT

(Most) young people don’t stare at their laptops all day, they actually do go outside from time to time. This is why online media, while effective, isn’t the end-all-be-all of youth marketing that it’s often made out to be. There are hundreds of “touchpoints” to reach young people every day–Facebook, TV, movies, magazines, billboards, branded clothing, and on and on… And of course, there is the mobile phone. You can reach them on it 24/7, wherever they go, it goes. It’s at the center of their lives.

The phone can be the tie that binds all these screens and touchpoints together. With this in mind, we at Mobile Behavior strategized a campaign with AT&T that linked literally thousands of screens to promote their new quick messaging phones.

“AT&T Text Jumbli” is essentially a massive multiplayer game of Boggle. The interactive, real-time word search game pits players from all over the country against each other. These players can be on Facebook, in bars, restaurants, movie theaters, even Manhattan’s Times Square.

The object of the game is to make the highest scoring word before the time runs out. By texting their word to 40411, players are entered into the game and build up their score the more they play. AT&T is giving away hundreds of free new phones to the winners.

Want to play?

Log onto Facebook to play on the Jumbli Facebook application

Take your phone to New York City’s Times Square

Look for it on screens at bars and restaurants nationwide

Go to upcoming AT&T events and promotions

Tags: Apps & Widgets · Campaigns · Gaming · Marketing & Advertising · Social Networking