AT&T Connected Communities Fiber Challenge

The Ask

Drive incremental property-level fiber activations by turning Leasing Agents and Property Managers into AT&T brand advocates through the annual AT&T Fiber Challenge.

Audience

Leasing Agents and Property Managers

Creative Strategy

The annual ACC Fiber Challenge contest is a series of email touches and landing pages executed in two parts: contest marketing and sign-up followed by a fiber activations period. One-hundred winners receive a $500 gift card for their community, which was critical information to emphasize throughout the campaign. The other angle was language that generated excitement and urgency.

For lifestyle imagery, the same models from similar photography series were chosen to keep the campaign as a cohesive story.

For the 2025 challenge there were 12,000 invited; 5,110 sign-ups; 3,982 eligible sign-ups; and 100 winners.

Part 1 Emails: OFT, Pre-launch, Opt-in,
Post-launch, and Few days left reminder

Part two landing page and thank you email.

Part 2 Emails: Thank you, halfway point, final push,
contest complete, and winners announcement.