AT&T Annual iPhone Launch
Challenge
Every year, wireless carriers simultaneously launch the new iPhone alongside Apple's next-generation device event. The challenge lies in differentiating our offerings and services, as all carriers announce the same device with identical specifications. This necessitates a creative approach to stand out in a crowded market.
Approach
My team led the integrated communications plan for each major device launch (AT&T and Cricket Wireless), organizing a cross-functional team encompassing media relations, social, and employee communications. We developed a content and event timeline with a targeted media list to ensure we were first to market with our news and messaging. Post-announcement, we sustained coverage by incorporating the device into storytelling moments, such as holiday gift giving, to maintain momentum.
Coverage Secured
Content Developed
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