Best Music Website

AT&T Feel the Music was an innovative social project, concepted and executed by CSE, to expand musical access to the Deaf and Hard of Hearing community - helping them celebrate, experience and share in their love of music.

The campaign featured an American Sign Language (ASL) music video "Subway Serenade" interpreting the hit single "Different Colors" by WALK THE MOON. The video was directed by Jules Dameron - an award-winning director who happens to be Deaf - in conjunction with D-PAN, Deaf Professional Arts Network. The production crew was also comprised predominantly of artists from the Deaf and Hard of Hearing community.

Viewers were encouraged to create their own ASL "Different Colors" music video, upload the video to the AT&T Feel the Music website, and share the link socially with friends for a chance to win a trip to a WALK THE MOON concert. At the concert, the winners also enjoyed an unforgettable VIP experience with the band.

The campaign’s success was well documented throughout the promotion. For example, the microsite total visitors outperformed the forecasts by 241% and the Hero video was viewed 268% more than predicted. The cooperation from the band, WALK THE MOON, amplified the social media messaging which allowed us to garner social engagement of 3920% over projections.

Contributors:

Lead Developer:	Brian Danin
Creative Director:	Brian Turner
SVP, CSE Digital:	John Buzzell
Brand Representative, AT&T:	Laura Hernandez
Brand Representative, AT&T:	Dora Lorenzo
Brand Representative, AT&T:	Sharisse Allen
Brand Representative, AT&T:	Malika Smith
Account Manager, CSE:	Dave Peters
VP Account Services, CSE:	Chris Baumgartner

COOPER HOLDINGS, INC.

Location: United States