In the competitive mobile carrier industry, content is king. Networks like AT&T are aggressively expanding their library of proprietary mobile apps to attract new users and retain existing ones. AT&T asked us to transform the event to reinforce its stature in the mobile industry, demonstrate why its network offers the best revenue opportunities for developers, and increase engagement within the developer community.
We began by overhauling the approach of the AT&T Developer Summit. We outlined a multi-year brand strategy to build equity in the AT&T Developer Summit name. Rather than create a new theme for each year, we focused on and enhanced the brand, and rolled it out consistently in all marketing and materials pre-show, on-site, and post-show.
Graphic standards ensured the same look and feel for everything from the registration site and email blasts to the event guide and on-site signage — even the presentation templates. Designed with the developer in mind, the branding showcased AT&T’s benefits and leadership. The uniform branding created a total conference experience that excited its target audience.
The two-day program kicked off with a contest focused on innovation. The developers’ creative juices flowed at the AT&T Hackathon, a mobile app competition featuring over $50,000 in prizes, including a new car.
The Summit showed developers the robustness of the AT&T innovation platform. Live product demos, industry thought leaders, and other technologists came together in one place, with one mission: innovation. We also helped AT&T maximize sponsorship participation with an expanded EXPO area and longer hours. Post-event attendee surveys showed it was the best summit to date.
Since launching the upgraded brand strategy, AT&T attracted 15 percent more high-performing developers year after year.