Exceeding simple product placement and integration, AT&T technology literally powered ATWFF. Jeff’s smartphone and netbook kept him connected to the viewers guiding his journey, who offered travel tips, accommodations, and transportation via the online hub (http://cbsaroundtheworld.com/). Throughout the webisodes, which were uploaded every two days, Jeff read and responded to users' offers.An interactive map served as a dashboard, allowing viewers to track Jeff in real time via the photos, tweets, and messages he posted.A total of 56 webisodes were distributed across the CBS Audience Network and CBS Mobile, all with “Presented by AT&T" pre-roll. Webisodes were also available on AT&T digital platforms.

CBS promoted “ATWFF” on “The CBS Early Show,” “Rachael Ray Show,” and in primetime on “Big Brother."Partnerships with print publishers yielded advertorials in “Vanity Fair,” “Condé Nast Traveller,” “GQ,” and “Entertainment Weekly,” among others.

ATWFF changed consumers’ perceptions of AT&T. Webisodes improved agreement with “is a leader in international roaming” (50% vs. 26% non-exposed) and “has the best network quality" (53% vs. 28% non-exposed).

Webisodes received 8MM+ views with video stream average of 3.2 minutes, the online program 114MM+ impressions.

Over 3,500 messages sent to Jeff.

“This innovative webseries brought the AT&T Rethink Possible brand to life. It pushed beyond the parameters of typical advertising and sponsorship, becoming a truly integrated branded-entertainment series that allowed us to demonstrate key AT&T wireless differentiators.” -- Ashley Sheets, Associate Director of Media, AT&T National Advertising and Entertainment