Posted by AT&T and MTV Networks Music Sites

MTV, the music broadcaster, and AT&T, the telecommunications group, wanted to build on the success of a previous campaign, known as The Vault, based around the idea of "unlocking" archived popular content to consumers at different times.

Posted by AT&T and MTV Networks Music Sites


Developing a Socially Driven Music Experience

Our challenge was building on the prior year's successful MTV/AT&T initiative “The Vault", which featured popular archived content from top artists that was ‘unlocked’ at various points throughout the campaign. As one of the more successful music franchises to date, the push was to keep the momentum going and continue to build top-of-mind awareness, brand perception and favorability among youth while leveraging the “lifestreaming” tendencies of this audience.

Our approach centered on giving our shared fans even more of what they love – more...

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