AT&T Corp. is tapping the power of Shockwave video technology to promote its True Connections 500-number service.
TV SPOT ON THE WEB
Footage from a TV spot created for AT&T by FCB/Leber Katz Partners, New York, shows up on AT&T's Web site to tell the story of a basketball coach who needs to be in touch at all times.
Throughout the Web spot, adapted by AT&T direct marketing agency Wunderman Cato Johnson, users can choose whether to continue viewing in Shockwave mode or get more information on the service, which offers call forwarding and other features that help keep customers in touch.
Wunderman is one of the first agencies to use Shockwave in a business application.
"We aim technology at the bottom line, not at Beavis and Butthead notions of what's cool," said Greg Stuart, senior VP-director of Wunderman's interactive communications group.
Although the Shockwave spot runs slowly on computers with 28.8 or slower modems, "The great thing about the Web is coming up with fun little surprises to entertain users," said Steve Block, executive director of AT&T's corporate Web site.
Copyright April 1996 Crain Communications Inc.