Cannes Lions

COMMUNICATION SERVICES

THE MARKETING ARM, Dallas / AT&T / 2009

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The link...music! A passion point for all demos that is not only endemic to the AT&T brand but also a revenue generator in terms of song and ringtone downloads.

A-list artists (16 total, including Taylor Swift, 3 Doors Down and Nelly) recorded inspirational songs for use in branded highlight features appearing nightly on the NBC broadcast. The music was used as the soundtrack to highlights of Team USA from that day. The songs were available for downloads and ringtones. All proceeds from sales of the songs, exclusively through AT&T phones and on-line partners (iTunes), were donated to Team USA.

Outcome

The AT&T Team USA Soundtrack program energized AT&T’s Olympic sponsorship, engaged consumers, and provided a relevant opportunity to connect with and support Team USA. • Generated more than $1 million in proceeds for U.S. Olympians.• Most-recalled sponsor feature during the Olympic broadcast. [Nielsen IAG, 8/18– 9/14)• Video content received over two million views across AT&T’s three screens.• Received more than 1.1 million page views online at att.net/TeamUSA and 275,000 wireless page views. • Post-program survey found awareness and participation was highest among the under 35 age group.

Similar Campaigns

12 items

AT&T Holiday 2022 "Unwrap Possibilities"

AT&T, Dallas

AT&T Holiday 2022 "Unwrap Possibilities"

2023, AT&T

(opens in a new tab)