2013 Digital PR Awards: Intranet


Winner: AT&T Employee Communications - Insider Mobile: AT&T's First-Ever Mobile Intranet

To successfully improve efficiency, reduce the level of complexity, maximize productivity and communicate and share information with colleagues, the Emerging Communications Team at AT&T—responsible for integrating new technologies and advancing social business inside the company—created Insider Mobile, a best-in-class, enterprise-wide solution for putting critical company news and information needed by all employees in the palm of their hands.

This mobile intranet application was developed by AT&T’s internal IT team, designed and created by AT&T employees for AT&T employees. Insider Mobile is fueled by three leading-edge technologies—WebSphere Portal, Adobe CQ5 and LDAP—and boasts touch technology that lets employees tap, flip and scroll their way through news at their fingertips.

To roll out the first-ever mobile intranet application and help encourage adoption as a valuable work tool, AT&T tapped FleishmanHillard to develop an engaging communications campaign aimed at awareness and education.

In February 2013, Phase 1 of the app successfully launched for iOS devices via a targeted communications campaign aimed at all employees with company-issued iOS devices, resulting in 7,800 downloads. Phase 2 of the iOS app included enhancements first tested with an employee ambassador group, resulting in 4,447 downloads, on top of the first 7,800.

The launch strategy was so successful that a similar approach was used for the Phase 3 rollout at the end of July, which targeted all AT&T employees with Android devices (an estimated 130,000 devices).

The goal of AT&T’s Insider Mobile application was to create a customizable digital workspace aimed at improving productivity and information sharing anywhere employees need to do their job—and do it quicker and more efficiently; with the help of FleishmanHillard, there have been a total of 12,880 installs and it has been downloaded the most by frontline employees, the target demographic for the app launch.

Honorable Mentions:

  • American Airlines with Weber Shandwick - Helping American Airlines People Connect, Communicate and Collaborate with new Jetnet
  • Weber Shandwick - Social on the Inside: Launch of MyWeberShandwick




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.