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AT&T’s iJustine web series doesn’t exactly go viral
November 26, 2008Advertising Age
What do you do if you're a big mobile carrier hoping to connect with digital youth? Tap a YouTube "star" and a popular blogger to extol the virtues of AT&T mobile phones.
That was the idea behind AT&T's "Lost in America" campaign with iJustine (Justine Ezarik) and blogger Karen Nguyen. But the result is an example of how YouTube fame tends not to translate outside the world of "Fred," "kevjumba" and "sxephil."
The premise of the series is that the two get lost together in various locales such as Austin and Anchorage, and have to solve various mysteries of their surroundings using AT&T phones ("It is a slick phone; it's so tiny!").
Read the full story in Advertising Age
Posted on Nov 25, 2008 - 12:42 PM
What do you do if you're a big mobile carrier hoping to connect with digital youth? Tap a YouTube "star" and a popular blogger to extol the virtues of AT&T mobile phones.
That was the idea behind AT&T's "Lost in America" campaign with iJustine (Justine Ezarik) and blogger Karen Nguyen. But the result is an example of how YouTube fame tends not to translate outside the world of "Fred," "kevjumba" and "sxephil."
The premise of the series is that the two get lost together in various locales such as Austin and Anchorage, and have to solve various mysteries of their surroundings using AT&T phones ("It is a slick phone; it's so tiny!").
Read the full story in Advertising Age
