AT&T Tackles College Football with Video Mash-Ups
College football fans are generally pretty passionate about their favorite teams. With a 14-school portfolio to leverage, AT&T’s missions were to use that passion to create a point of difference from other telecoms, drive purchase intent and sales and build an association in fans’ minds between the Cingular brand—which was about to be absorbed—and AT&T.
Throughout the ’06 season, the company directed fans to the sports channel of its Blue Room web site, where they could use digital photos, videos and music clips to create video mash-ups demonstrating their crazy-go-nuts passion for their college teams. Participants who were Cingular customers received an exclusive password for access to bonus footage they could use in their clips. AT&T brought it to life with the College Experience Tour, a mobile experience aboard a 53-foot vehicle that visited 15 games, giving fans the chance to mash up their clips in person.
When the final whistle had blown, the campaign had logged more than 1,000 user-created videos, more than 10,000 online registrations and almost 100,000 unique visits to the Blue Room site. Almost half of participants agreed that the brand’s image is consistent with college football, and participants rated AT&T brand attributes about 25 percent higher than non-participants. Most importantly, participants were up to 47 percent more likely to purchase or recommend AT&T and/or remain a customer than non-participants.