Awards
2008 Silver Communicator Award: AT&T "Behind the Team"
Executed by: The Marketing Arm, Millsport
Program Awarded: AT&T "Behind the Team"
The Communicator Awards is the leading international creative awards program honoring creative excellence for communication professionals. The 2008 Communicator Awards received more than 8,500 entries from ad agencies, interactive firms, designers, and public relations agencies.
"USA Gymnastics: Behind the Team" provides consumers with an unprecedented behind-the-scenes look at the nation's top gymnasts in a 25-episode online series. The series is included as exclusive content available on the AT&T blue room Team USA site.
The "Behind the Team" online series includes interviews with current and former athletes and coaches, as well as video of training camps and competitions. The first webisode debuted on the AT&T blue room in April 2007, with new webisodes introduced through August 2008.
"Behind the Team" adds to the diverse and dynamic menu available on the AT&T blue room -- a single online portal that houses AT&T's exclusive sports, music, gaming and entertainment content. The sports channel of the blue room has featured a broad menu of exclusive, original, and user-generated content featuring college and professional football, basketball, baseball, golf, tennis, and soccer athletes and teams, as well as content focusing on the spectator experience.
AT&T is an official partner of the U.S. Olympic Team and USA Gymnastics, providing significant financial support, products and services to America's athletes. AT&T will serve as the official telecommunications services partner of the U.S. Olympic Team for the 2008 Olympic Games in Beijing, China.