AT&T
WORLDNET
Mainstreaming
The Internet
 To
make AT&T WorldNet Service® the leading Internet access provider,
we needed more than mere publicity. We needed to expand the online
market beyond techies and teens and make the Internet mainstream-friendly.
To that end, we created a series of mini-programs that gave parents,
children, teachers, senior citizens, sports fans — everyone
— reasons to go online, and discover everything the Internet
has to offer.
We
created a series of informative and interactive web pages: the Genealogy
page, Back-To-School page, Golf page and People Finder page. These
showed people how to use the Internet to enhance their lives, explore
personal interests, trace their family history, find old friends,
and gave them the confidence to delve further and unleash its vast
potential.
Coverage
of these activities in newspapers, magazines, and on TV and radio
reached millions of people worldwide. By the end of the program's
first year, WorldNet had doubled its subscriber base to emerge as
the largest direct Internet Service Provider in the country, with
nearly one-third of the growth credited to our PR efforts. More
importantly, the program helped change the Internet from a confusing,
time-consuming and often intimidating experience to an enjoyable
daily habit.
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