Awards
2007 Ex Award: AT&T Game Day. Delivered.
Executed by: The Marketing Arm
Program Awarded: AT&T Game Day. Delivered.
The interactive campaign was designed to allow students to gear up for, and celebrate, college football game day. The main component of the program lived on www.attblueroom.com/sports -- the brand’s home for all things sports and entertainment. The website was the primary focus – and the MASH-up (or Video Mixer) – was the main destination. Students were encouraged to make their own mix of video clips set to music to demonstrate their love of their team. Elements to mash-up included team highlights, fights songs, team photos as well as the opportunity to upload and include personal photos and videos.
As a bonus, fans of select schools who were also Cingular Wireless customers could text to a shortcode and receive a password to “unlock” bonus footage to include in their MASH-up. Once fans had posted their mash-up, they could share their passion for the game by viewing other mash-ups. A promotional sweepstakes overlay “delivered” game day experiences through prizes such as team gear, grills for tailgating and even tickets to the big game.
In addition to the website, AT&T had a mobile component that allowed fans to feel connected to the program on campus. The College Experience Tour – a 53-foot experiential marketing vehicle – was on-site at sponsored Collegiate properties for 15 different games to support and promote the GD.D. program. While at the Experience Tour, fans could create their MASH-up while interacting with AT&T’s products and services. Media messaging was in place in each market to let fans know when and where could share their passion for the game.
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