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AT&T on its Washington Post 5G collaboration

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By The Drum | Editorial

November 30, 2023 | 2 min read

AT&T needed to communicate the real power of 5G and partnered with The Washington Post to create a living case to educate their audience. The project went on to win the Long Running Awards at The Drum Awards for Media. Here is the award-winning case study.

Example of AT&T 5G campaign

The effects of not adopting the latest technology can be catastrophic for businesses. With little real understanding of the power of 5G and the ways it can uplevel business, business and tech decision makers are left in the dust.

Since the broader landscape began hyping up 5G, tons of chatter have persisted in the market. Yet, tangible proof points and clarification of its real potential for businesses were still weak in 2019. To really help business leaders, AT&T needed to literally show them what 5G could do.

To demonstrate the sheer importance, value, and capabilities of 5G for business, AT&T engaged The Washington Post in a never-been-done-before partnership in terms of scale, collaboration, immersion and more - forging a path for more meaningful and impactful B2B work.

The Post outfitted their newsroom with AT&T 5G to enable them to become a living use case for the technology AT&T sought to educate its audience on.

Going beyond traditional B2B tactics, this collaboration pushed boundaries – benefiting both AT&T and The Washington Post immensely as well as influencing real-world change. AT&T connectivity and the Post’s journalistic gravitas together created living use cases for how 5G can enhance and transform operations, reporting, communications, output and beyond, resulting in more engaged readers and more inspired and informed business leaders.

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