AT&T rides on Luke luck to save itself the blushes; but doesn’t it look cheap?

November 19, 2009, By Sanjeev Ramachandran


Look who has come to AT&T’s rescue? Luke Wilson, who else! A lost legal battle over a marketing campaign is not going to cow down AT&T. But does it succeed in its attempt to beat Verizon on a marketing platform is a billion dollar question.

Even after Verizon Wireless proved who is right and who is wrong when it comes to 3G coverage, AT&T has roped in actor Luke Wilson to do a bit of firefighting. AT&T has started airing the commercial that features Luke Wilson standing in front of an orange magnet board with a checklist that compares AT&T and Verizon. Luke says AT&T wins hands down when it comes to 3G coverage, talk and surf feature, presence of smartphone and number of apps. The sad part about the commercial is that it looks made up so hurriedly and so cheap too.

For a consumer, the commercial gives nothing to ponder. And, there lies the hurdle. AT&T might have wanted to do something that outdoes Verizon, but somewhere in between the commercial looks like a cheap gimmick. Wonder why Luke Wilson agreed to this.

With the legal battle lost, marketing comes into play. Luke Wilson as brand ambassador doesn’t seem convincing. May be he doesn’t have anything to do with this. The messages the carrier wishes to convert refuse to take off and there in lies AT&T’s flawed strategy.

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