Cruise Control

Home / work / AT&T

Making the driver seat cell phone free

AT&T app concept

This was a concept we pitched to AT&T for their It Can Wait program. With 1 in 4 US car accidents being caused by texting and driving, curbing both teens and parents from using cell phones is a paramount. Yet, most solutions focused on being parental control apps—our approach was entirely different.

We proposed a game where all the driver’s in a family could track their cell-free driving behavior and rank it against each other (and other players) for bragging rights and prizes. While initially the concept was met with much enthusiasm, budget realities quickly put a damper on it being developed. We still believe the PR and gamified utility would have turned this into a compelling customer acquisition tool.