AT&T has launched an activation at the new AT&T Stadium, home of the Dallas Cowboys, to educate fans on the dangers of texting and driving. Dubbed Every Drive Matters, the effort builds on the company’s larger It Can Wait campaign, which launched over a year ago and has garnered three million pledges from consumers vowing not to text and drive, and spins it to AT&T’s Dallas Cowboys sponsorship.
“Every Drive Matters is a play on words regarding the Cowboys, how they have had storied drives as a football team and how every drive matters from a Cowboy’s perspective, as well as creating awareness on the dangers of texting and driving,” Sean Estell, communications manager at AT&T, told Buzz. “Priority No. 1 remains the pledge, but with Every Drive Matters, priority No. 2 is to get them to tell us why every drive matters to them. Was it driving to the hospital for their firstborn? Driving their high schooler to graduation?”
All messaging takes place before or during Cowboys home games in a 20-foot by 20-foot activation area inside the stadium by the West Plaza entrance. TV screens showcase historic drives from Cowboys games. Fans can sit inside a driving simulator in which they are given a smartphone and words to text, which generates a personal report on the consequences of their texting and driving activity. A sweepstakes awards prizes such as football tickets and Cowboys merchandise to fans that take the pledge at dallascowboys.com\pledge and relate in 250 characters or less what drives matter to them.
“We’re trying to create ambassadors for the program to create awareness of the dangers of texting and driving,” Estell said. Agency: The Marketing Arm, Dallas.