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AT&T and Arnett Seek Personal Assistant

  |  December 10, 2012   |  Comments

In a video promo for AT&T's Nokia Lumia 920, actor Will Arnett says he is looking for a new personal assistant via workforwill.com.

Actor Will Arnett isn't really looking for a personal assistant.

But in AT&T's latest promo for the Nokia Lumia 920, he is. That's because the phone's Windows 8 home screen includes live tiles with features and apps that are constantly updated with the info most important to users, as if by a personal assistant, AT&T says.

The promo is part of a contest on a microsite, workforwill.com.

In order to enter, users must visit workforwill.com and build a Nokia Lumia 920 through an interactive system that lets them choose apps, as well as phone and tile color. One submission will win an experience as Arnett's personal assistant for a day, as well as a Nokia Lumia 920.

Entrants have the option to connect first via Facebook, which pulls in profile photos and photos of Facebook friends and recommends apps based on the user's Facebook likes.

Available apps include Amazon Mobile, Facebook, Foursquare, IMDB and OpenTable.

"The live tiles are personalized to the user and, in essence, their phone is a representation of them," an AT&T rep says.

Once a user has built his or her phone, he or she can submit it for comments from Arnett. The comments are tailored to fit some of the app selections the users made when designing their phones. Users submit their phone screens as an entry in the contest.

Once entrants share the device they have created, they can solicit votes. The 50 entries with the most online votes will be declared online finalists. Five semi-finalists will be selected in a random drawing from all online finalists. AT&T will select a winner from there.

Entries must be received by January 17. The winner will be notified February 11.

The campaign launched November 9. AT&T says it does not have a number of users at this time. However, per Facebook, 9,000 people were using the AT&T Nokia Lumia app as of December 6.

After creating their phone, users can share the phone screen, along with a customized video response from Arnett.

"We encourage this sharing so users can get votes from friends and contacts to increase their chances to win to be the assistant for a day," the rep says.

AT&T is promoting the campaign via TV, digital, social, print and radio. A Facebook post about the campaign on November 14 has nearly 28,000 likes.

AT&T has 3.5 million likes.

The Nokia Lumia 920 runs on AT&T's 4G LTE network and is available for $99.99.

This campaign marks Arnett's second holiday promotion with AT&T. Last year, Arnett served as an online attorney fighting for users' holiday smartphones of choice.


Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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