• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
CMO Zone

AT&T Adds Virtual Reality Component To “It Can Wait” Campaign

Telecommunications company ramps up its anti-texting-and-driving campaign with a VR simulation showing the consequences of paying attention to your phone while driving.

Steve Hall on July 20, 2015 at 1:57 pm
  • More
att_itcanwait_crash

While it’s derivative of the many slow-motion-style impending doom and/or crash-in-reverse safe driving PSAs which have been created over the years, this new effort from Reel FX for AT&T’s “It Can Wait” campaign adds a virtual reality component.

The campaign, expanded to address not just texting while driving but also Web usage, social media posting, emailing and video chatting, includes a 100-city tour that will give people the chance to immerse themselves in the horror of a car accident by strapping on Samsung Gear VR headgear or by downloading an app that will work with the Google Cardboard VR viewer.

itcanwait_640x640

Also part of the campaign is an online video, created by BBDO New York, which tells the intimate story of several people dramatically affected by drivers who decide to look at their phones while driving. This four-minute PSA will be supported by three 30-second videos, one of which will have a TV spot.

Reactions to the video are overwhelmingly positive. One YouTube commenter, Alex Kimble, writes, “I pray that this goes viral.”

Of the campaign, AT&T Executive Director of Brand Management, Michelle Kuckelman, said, “Although people admit that such behavior is terrible and that they do it, they don’t necessarily see themselves as part of the problem.”

Dale Carman, co-founder of Reel FX, which helped created the VR simulation, added, “We purposely wanted to make this a linear experience that you couldn’t escape. One of the miracles of VR is you experience ‘presence.'”

The VR component and the extended video will be promoted on the brand’s social media channels.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Steve Hall
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

Related Topics

Channel: CMO ZoneCreative Of The DayVideo

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $149

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.