A man sits with a group of children and asks them simple questions. What are you better at? Telling jokes.

A hub - www.attmo-ments.com - was created where fans could submit their “Thank you” via videos, posts, or pictures to Mo in tribute to his 19 years with the Yankees. Equally as important, Mo was able to visit this site. The site was responsive, so it worked equally well whether you were on a smartphone, tablet or desktop.

Once users submitted, they could share them out via their own social platforms. To wrap up the program, AT&T highlighted the best “Thank Yous” to play in-stadium during the last week of the Yankees regular season to align with Mo’s farewell celebration.

The four-day social campaign generated 95% positive sentiment towards AT&T and an increase of 33% on the number of people who shared the content. Pre-roll units had twice the usual click-thru rates, over 11,000 people visited the site every day, and share rates were 33% higher than benchmark. Over 16,000 Facebook fans were added as a direct result of the Mother’s Day Marketplace ads.