AT&T is partnering up with Lil' Wayne to reach and inform a younger generation through social media. The way company's reach their audience is very different these days than it was for my parents for example. Companies can now promote their campaigns through texting, emails or creating fan based web sites.
Lil' Wayne is a huge name in the music scene right now and the article said AT&T customers downloaded his ringtones more than any other artist in 2008. Since so many young people now have cellphones, their strategy will most likely be very successful because they have researched and keyed into the interest of their target audience.
"[We want to] engage younger customers to find relevance with our brand," added Mimi Chan, director of national marketing for AT&T. "We want to resonate with them, so they know we have the best music, texting."
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