rallying for dmb
AT&T World's Loudest Pep Rally
idea
The AT&T "World's Loudest Pep Rally," a national promotion that awarded one university with a free, live, fully-produced concert featuring the Dave Matthews Band.
ignition
We reversed the traditional promotional model from a big media-spend designed to drive "entries" to having the stakeholders promote it among themselves. The promotion recognized the powerful role that music, college football, and social technology play in the lives of our college-aged target. Instead of consumers submitting simple "entries," they created their own "invitations" that they sent to the band via the web and text messaging.
impact
Consumers from every Division 1-A university submitted more than 3.3 million invitations, including more than 350,000 text messages. They created and uploaded over 250,000 photo, video, and audio invitations to the site. In addition to those attending the concert in person, another 150,000 watched it live on AT&T's blue room website.
Participants had a more positive impression of AT&T because of the promotion and showed increased purchase and recommendation intent.
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