Verizon - #ATXunite Social Activation
When Verizon presented us with the challenge of making noise during SXSW, we knew it was going to be a challenge since it was right in AT&T’s backyard. And, they weren’t going to be spending the money to be a premier sponsor. So, while everyone else was building massive activations for the attendees of SXSW, we chose to do something completely different. We provided relief to the residents of Austin, who were going to be bombarded with traffic, long waits, and so much chaos. I led our social team in one of the biggest real-time listening exercises I’ve ever been a part of. We set up a war-room inside an AirBNB right outside the event, and then activated the hashtag #ATXunite. We watched as people constantly asked for help for five straight days. We delivered relief in very personal ways that made each person we touched on social a bigger fan of Verizon.