For small business week AT&T was looking to promote the concept of agility and wanted to use Chris Gardner to do it. Chris's story was made famous by the movie Pursuit of Happyness featuring Will Smith.
We decided the best way to both define and promote agility was to allow small business owners along with Chris to tell their stories of agility and what the term means to them. #AGILITYIS became a hashtag that business owners could use to share these insights through social media.
We also introduced The AGILITY Challenge, a contest where small business owners could enter for a chance to win $50,000.
The campaign was a huge success garnering some of the most positive responses AT&T has ever experienced on their social channels. We also gained lots of extra, unsolicited exposure due to Chris's notoriety.