supporting el tri
AT&T: Fútbol al más alto nivel
idea
Create and execute a national programfor AT&T that would provide young people with the opportunity to improve their soccer skills by learning from soccer legends who played for the Mexican National Soccer Team.
ignition
Branded mobile units traveled to the top AT&T Hispanic markets across the U.S. to build awareness of the program while generating interest in the latest AT&T products and services. Featuring Mexican soccer legends, we brought soccer clinics to communities to cities around the country. Setting up mini soccer fields outside AT&T stores, kids learned from a number of Mexico's top players, including Claudio Suárez, Édgar Dueñas, and Martín Zúñiga.
Customers had a chance to win a free jersey to support "El Tri," interact with the AT&T mobile units for free prizes, and make free calls home to Mexico. To build additional buzz, each event featured target-relevant radio remotes. Product specialists were on hand to answer questions consumers had about all the services provided by AT&T.
impact
More than 1,300 fans participated in eight clinics in key Hispanic markets. The tour provided a once-in-a-lifetime experience for consumers while driving retail traffic and sales at AT&T stores.
