If your pets could talk, what would they say? This is exactly what AT&T and ad agency BBDO set out to define with its social campaign for AT&T's Digital Life, a home security system you can control from your PC, tablet, or smartphone. Through a series of videos and accompanying Facebook app, BBDO and AT&T show us exactly what's going through the minds of our pets when we're not at home.
The social campaign videos center on what pets think when their owners are out and about and controlling the home from Digital Life to manage things like lights, window shades, and unlocking doors for pet walkers.
Here's one of those pets, a kitty litter-obsessed Brutus, weighing in on the matter:
And two guinea pigs that debate over whether the Digital Life activity in the home is good or evil:
You can make your own pet talk with the AT&T Digital Life "Pets Talking" app at Facebook. Just upload your pet's pic, choose a voice, and watch them divulge their innermost thoughts and secrets.
Behind the Scenes of the Digital Life Social Campaign
So just how do you come up with an idea that turns the concept of home security into a sharable campaign? I chatted with BBDO Copywriter Rick Williams and Art Director Marcel Yunes who say their goal was to build buzz on social media while educating people on the way Digital Life works.
"From the start we wanted to create something that wasn't just fun to watch, but really fun to play with and share," said Yunes. Williams says that's what got them thinking about what happens when people use Digital Life. "We started to wonder…what must the pets think is happening when the humans are gone?"
"Peeling back the lid on your own pets' weird secrets was just too fun not to explore," said Yunes. "The films were always meant to lead people to the app, where they could spend time playing - and learn more about the product and how to get it."
As silly as the idea sounded at first, says Williams, it turned out to be a great way to educate viewers about the product features. And how did they come up with all those quirky pet personalities? Williams says they were born in just a few hours by playing around with the mic rolling.
For more behind-the-scenes insight into the Digital Life campaign, check out this video from BBDO:
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.
Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.
Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.
March 19, 2014