AT&T Classic
Website strategy, design and development
Situation
An Atlanta staple for nearly 40 years, The Classic needed a new look and feel to align the site and event with its new title sponsor, AT&T. THINK was tasked with redesigning and restructuring attclassic.com to incorporate the AT&T brand while ensuring that the Classic maintained its own identity and presence.
Ideas
- Create a clean and scannable site that provides all the necessary spectator information without overwhelming the user with content
- Strategically incorporate event imagery throughout the site while maintaining brand guidelines and assets
- Infuse more interactive elements that focus on AT&T brands and increase overall time spent on the site
Results
- Online sales totaled more than $70,000 in the one month between launch and the first day of the event, with individual sales averaging almost $400
- An average user viewed more than 4 pages and spent more than 3.5 minutes on the site per visit
- The final event day witnessed a 40-second increase in time spent on the site
- Inclusion of an interactive Winners section tripled page visits within the first month