world-class performance
AT&T Team USA Soundtrack
idea
Partnering with Team USA and NBC, we created the official AT&T Team USA Olympic Soundtrack – featuring exclusive, “never-before-heard,” inspirational tracks from 16 of the nation’s hottest artists.
ignition
The Soundtrack musically chronicled Team USA’s Olympic journey and highlighted their hopes, struggles, determination and triumph. One new song from the AT&T soundtrack premiered each night during primetime coverage (on NBC and Telemundo) accompanied by a video montage of the day’s key highlights from Team USA.
At the end of each segment, consumers were driven to download the songs, ringtones and answer tones via AT&T products and services. Full-length feature music videos featured U.S. Olympic athletes and were made available through AT&T’s Olympic website, WAP site (mobile), U-verse (IPTV) and AT&T retail stores.
By providing exclusive “behind-the-scenes” content of artists and athletes, the story spread through top print and broadcast media outlets and became a hot DJ chatter item. Consumers helped spread the word by uploading music videos to YouTube and discussing the program in blogs, Facebook and MySpace.
Keeping with the spirit of the Games, the artists, labels, publishers, AT&T and iTunes donated all proceeds from the downloads to Team USA.
A final media tour with gold medalist Michael Phelps announced a $1 million donation to Team USA through consumer downloads of the AT&T Team USA Soundtrack.
impact
The program, which rated as the most-recalled sponsor feature during the Olympic game broadcast, drove the sale of more hundreds of thousands of downloads via mobile and online.
Eight songs from the Soundtrack ranked among the top 100 downloads on iTunes during the Games.
The campaign, which earned more than 60 million PR impressions, generated more than $1 million in proceeds for Team USA.
