The campaign will focus on digital marketing including webisode animations and social media activity developed by global marketing and technology agency LBi to drive the proposition that BT Infinity gives you “the whole of the internet in an instant”.
BT has created the webisodes “Gossip Girl” and “The Grad” and comparative demos to “dramatise the benefits” of BT Infinity and “show the emotional benefits to specific user groups”.
The demonstration videos aim to explain how BT Infinity can make family or work life more seamless and illustrate the practical benefits of the product.
Bt is also launching a bus tour around the UK to recruit advocates who will then record their experiences with BT Infinity via blogs, vlogs, Twitter, Facebook and Flickr and YouTube.
The digital campaign will support the existing television, press, outdoor and direct mail campaign that launched on 20 March.
Ajay Joshi, BT senior marketing manager, says: “We wanted to dramatise the benefits of BT Infinity and create a platform where people could get involved with our experiential activity and share the benefits and impact of BT Infinity.”