When AT&T wanted to connect more closely with its C-level customers, the first thing we thought of was “booze.” All jokes aside, AT&T held wine tastings and dinners in each major US city—for which we created boxes with an invitation and a single tasting glass. Attendees received an additional glass then they attended the event. Participation and responses were through the roof for the notoriously elusive C-level audience. When in doubt, throw a party.
