AT&T YOU WILL ads on Internet; users can enter sweepstakes
NEW YORK -- SEPTEMBER 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:
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).
OnRamp Inc., a specialist in Internet business, creates and maintains Internet domains for corporations, including Reebok, BMG Music, Schefflin & Sons (Spirits), MCA Music and Future Quest, a new series on PBS.
Andrew Myers - AT&T
Kevin Tedesco - Ayer