Normally my Wireless Wednesday post relates to something happening in the realms of mobile technology or mobile marketing initiatives. However, I thought that I would take a slightly different route today and talk about something that one of the wireless carriers is putting together that is off-deck (off the handset) that is caught my eye.

AT&T as many of us know is still looked at as an old dusty brand even with the addition of the iPhone. As Cingular reverted back to AT&T they lost some of their appeal to the younger part of the market. In their attempt to build brand equity and reach the younger consumers they are introducing the Digital World. What is the Digital World you ask…According to a recent article I read, The Digital World will “let consumers create their own world”. Vague? I would say so. It further clarifies that “It’s really about their world and lives; their DNA”

Still unclear? With Digital World you will be able to create a “digital personality” by using modules of color resembling strands of DNA to express how you use your digital world. Users will be able to export their digital file to their online community pages (think Facebook or MySpace) for others to see. Each strand will represent an element from his/her digital world such as a wireless feature like video share or their favorite MP3 music genre.

They clearly don’t want to compete against sites like MySpace as they’ll surely loose. This allows them to connect with their younger users and have them create this digital personality then share it on existing sites. You’ll be able to view the “DNA” of others within the Digital World but there will be little to no interaction available between users. At first, I thought this was an attempt to enter the social community space which is already cluttered but then I realized it will serve as an enhancement to sites their existing users already interact on.

I think this campaign has a lot of potential and I can see many people creating their digital personality to share with their friends. I’ll definitely try it out so stay tuned for my Digital DNA!

This campaign will launch September 24th and it will include viral components as well as print, online and out-of-home ads showcasing the modules of ones Digital DNA. You’ll also most likely see the Digital DNA of celebrities that have ties to AT&T such as TI, Vince Young and Mandy Moore to name a few. They have some respectable celebs available to them and this should surely have the younger market comparing themselves with these stars.

As of September 24th you can check this out at http://www.att.com\digitalworld NOTE: this is not currently live.

Does this sound like a site you will visit ? Are you going to create your own Digital DNA?

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This entry was posted on Wednesday, September 12th, 2007 at 10:36 am and is filed under Mobile, Online. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.