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404 Code Drop

Case Study
COMMUNITY MATTERS.

The "404 Code Drop” digital partnership was a dynamic homepage created as a local activation in Atlanta, GA, for AT&T’s Marketing and Growth Organization (MGO).

As more area codes are introduced, original area codes such as “404” in Atlanta have become a status symbol representing city pride. This multi-level activation served as a test for a larger “Code Drop” initiatives in 2025, helping AT&T MGO accomplish critical go-local goals and drive brand affinity.

404 CodeDrop Young People With Blue Shirt Holding Phone

MAKING IT HAPPEN

With original area codes in high demand and low supply, AT&T offered customers a chance to secure their own 404 phone number at a secret pop-up party. At 4:04P EST on 4/04, AT&T sent participating Atlanta customers the location of the party where the first 75 customers will receive their new pones and “404” phone lines.

MAKING IT HAPPEN

With original area codes in high demand and low supply, AT&T offered customers a chance to secure their own 404 phone number at a secret pop-up party. At 4:04P EST on 4/04, AT&T sent participating Atlanta customers the location of the party where the first 75 customers will receive their new pones and “404” phone lines.

MAKING IT HAPPEN

With original area codes in high demand and low supply, AT&T offered customers a chance to secure their own 404 phone number at a secret pop-up party. At 4:04P EST on 4/04, AT&T sent participating Atlanta customers the location of the party where the first 75 customers will receive their new pones and “404” phone lines.

404 Codedrop Store 32 25 More Unique Visitors

404 CodeDrop Graffiti 39 25 More Time Spent

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Case Study COMMUNITY MATTERS.

Case Study
COMMUNITY MATTERS.