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




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