We created vinyl theatre seat covers designed to look like exactly like AT&T cell phones, printed with the simple message touting their new Cellular Video feature. We then installed them in movie theatre seats in New York movie theatres. As theatregoers arrived, they opened their seats—just as they’d open a cell phone—and discovered that movie theatres aren’t the only places to catch the coming attractions.

Part of a very successful effort that contributed to a 57% increase in wireless data revenue versus results in the year-earlier quarter, driven by increased sales of phones that support Cellular Video.