Curating the Bridge

AT&T Mobility relies on its digital magazine, the Bridge, to drive awareness and brand affinity of AT&T product and service among African-American techies. The Bridge focuses on four content pillars—technology, lifestyle, community and AT&T promotions and initiatives—with the goal of building a positive association between the target and the brand. The site acts as the linchpin of AT&T Mobility’s Diverse Market play within the African-American market.

AT&T Mobility asked IfThen to develop a content strategy and revamp the look, feel and functionality of the Bridge in order to better engage with the target. It needed the site to look fresh, facilitate sharing across a variety of platforms and deliver content aligned with the target’s consumption habits. Enhancements include the development of short-form video content unique to the Bridge, responsiveness across devices, enhanced user experience and social optimization.

IfThen continues to drive strategy, design and content, including: identifying and curating stories and voices that align with the Bridge; testing, measuring and optimizing efforts; brokering content sharing between AT&T stakeholders and agency partners and managing reviews and approvals.