AT&T "You Will" Ads on Internet
Andrew B Myers
NEW YORK, Sept. 14, 1994 -- AT&T's YOU WILL(SM) ad campaign,
which has captured the nation's attention in magazines, and on TV and
radio for the past two years, has a new home in cyberspace. It's
called "youwill.com."
The YOU WILL campaign, created by N W Ayer, New York, is now
appearing on the Internet, where users not only can watch and listen
to the award-winning ads on their computers, but also look at AT&T
products, locate nearby AT&T Phone Centers and enter a sweepstakes to
win a trip and prizes.
Featuring the voice of actor Tom Selleck, the YOU WILL campaign
takes a whimsical look into the near-future when information
technologies now being developed at AT&T will soon enhance the way
people work, live and play.
For instance, have you ever renewed your drivers license at an
ATM? Have you ever studied with a classmate thousands of miles away?
Have you ever installed a phone on your wrist? "You will," say the
ads, as they dramatize what technology can do for you. The various
capabilities in the YOU WILL campaign are based on actual technologies
under development by AT&T.
The new AT&T Internet site was created by Adam Curry, formerly of MTV,
now an independent producer and head of OnRamp, Inc., a New York-based
agency.
Internet "surfers" can access the youwill.com site directly
through the Internet's most user-friendly multimedia resource, the
World Wide Web (http://youwill.com/), via the popular Metaverse site
(http://metaverse.com/) and through several well-known "What's New"
lists, including:
o Stanford University's Yahoo Net Lists: Commercial Contests
(http://akebono.stanford.edu/yahoo/Economy/Business/Corporations/Contests)
o Commercial Services on the Net (http://tns-
www.lcs.mit.edu/commerce/whatsnew.html)
o Yellow Pages of Internet Commercial Sites
(http://info.cern.ch/hypertext/DataSources/bySubject/Yellow/Overview.html)
o Global On-Line Directory (http://www.cityscape.co.uk/cgi-
bin/srch2html?type=Any&Field=Business&Location=Any)
Sweepstakes winners will be selected in a random drawing from
among all entrants received either via the Internet or by mail. A
drawing will be held on Oct. 3 by MediaAmerica Promotions, Inc., an
independent judging organization.
The grand prize is a five-day, four-night trip for two to
experience the Chameleon motion-based activity simulator in a U.S.
location to be determined at a later date. The trip includes
round-trip air transportation, ground transfers, first class hotel
accommodations and local sightseeing, as well as the virtual reality
ride (total value approximately $4,000).
AT&T YOU WILL T-shirts will also be awarded in 31 daily
sweepstakes drawings.
Odds of winning will depend on the number of entrants. Since the
site was set up Aug. 31 on the Internet, where news travels quickly,
more than 30,000 Internet users have stopped by to check out
youwill.com.
Users looking for a nearby AT&T Phone Center supply their area
code and are presented with a list of stores in their area. The site
also provides descriptions and full color images of five popular AT&T
consumer products, including a Speakerphone 870, a Digital Answering
System Speakerphone 1545, a Mobile Cellular Telephone 3050, a Cordless
Telephone 9100 and a Digital Cordless Telephone 9120.
AT&T's corporate YOU WILL campaign broke last year and was
extremely successful in showcasing the information superhighway and
branding AT&T as a technologically innovative company. In addition to
raising awareness for AT&T technologies, it was named one of the top
25 commercials of 1993 by consumers in a survey by Video Storyboard
Testing, and so far has won two ADDYs, the first annual David Ogilvy
Award for the most effective campaign supported by research, and the
1994 PCIA (Personal Communications Industry Award).
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CONTACTS:
Andrew Myers - AT&T, 908-221-2737 (office), 908-522-9485 (home)
Kevin Tedesco - Ayer, 212-474-6003 (office), 908-654-7325 (home)