#X It Can Wait Twitter Campaign

AT&T came to BrainBox to help get out the #X – It can Wait message to teens. A message to encourage teens to not text and drive. BrainBox created a Twitter campaign across their Great American Rivalry Series property. The school with the most tweets with the important #X It Can Wait message won an on campus concert from the popular group Rixton.

The campaign was a two week-long effort to ignite schools and students across the country and activate an extensive local media and on-campus awareness. The social media effort worked!

The campaign results over a short two week window…

  • 2 Weeks, 21 games, 42 High Schools, 19 States
  • 1,472,988 Tweets
  • Garnered National Attention from various sources- Sport Illustrated, multiple sports celebrities
  • over 135,000 people in attendance at 21 games
  • Reach and Spread of tweets in excess of 4,241,834 users


In the words of our AT&T client “Impressive and the best social media campaign activation effort we have seen”.


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