According to a report in The Wall Street Journal, AT&T is using old-school marketing tactics to spread the word on its new IPTV service, U-Verse: Tupperware-party style. Apparently, the service provider has hosted gatherings "deep inside the gated subdivisions of San Antonio," which is the city U-Verse recently launched. AT&T provides a 50-inch television set that displays its IPTV service simultaneously alongside the competing Comcast cable TV service. Cheese cubes and finger sandwiches aim to please the palate as viewers suss out the new TV offering.
The idea for the gatherings are the work of Republican strategist Matthew Dowd, one of President Bush's chief campaign strategists in his 2004 re-election bid. The marketing initiative looks to neighborhood leaders to pitch the new service: Sunday school teachers and other "navigators" as well as those perceived as local trend-setters. AT&T says the campaign has been successful so far, but has released no subscriber stats thus far.
For more on AT&T's marketing tactics:
- check out this extensive WSJ article (sub. req.)