AT&T was looking for exposure for Digital Life, its new home security system that can be controlled via PC, tablet or smartphone. But home automation security ads are all the same: conservative, informational and, honestly, pretty boring. We wanted to do something different with Digital Life. Our goal was to create a relatable, buzzworthy social media presence. The Pets Talking campaign offered a new perspective on home security-that of your pets.

Launch the campaign
Published
December 2013
Topics

The Story

AT&T was looking for exposure for Digital Life, its new home security system that can be controlled via PC, tablet or smartphone. But home automation security ads are all the same: conservative, informational and, honestly, pretty boring. We wanted to do something different with Digital Life. Our goal was to create a relatable, buzzworthy social media presence. The Pets Talking campaign offered a new perspective on home security-that of your pets.

Pet pictures and videos are prime currency on social media. So, we released teaser films on Facebook about what goes on in the minds of pets when their owners aren’t home. All of the videos lead users to a Facebook app that lets them create confessional-style interviews from an uploaded pet photo. The result is a moving 3D image of your pet revealing his darkest secrets. The “confessions” get shared out on social media and serve as teaser ads for Digital Life.

The Technology

  •  

    Video

    YouTube

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    Web/Apps

    Facebook App

The Results

Pets Talking was a success, but not just because it’s entertaining. It’s a product demo. Pets Talking boosted Digital Life sales and its presence in the marketplace. It turned heads while educating consumers, using viral interviews and generating user-generated pet “confessions.” Weird. Funny. Viral. Social. No matter how you describe Pets Talking, one thing’s for sure: There’s never been a home security campaign quite like this.

1

Million views on YouTube

130K

User-generated pet videos created

2X

Traffic to media ratio of AT&T benchmark

Launch Date April 29, 2013