AT&T - 2008 Team USA™ Soundtrack
Integrated Campaign
T1M's Contribution:
AnalyticsCreative
Mobile
Localization
Strategy
Technology
User Experience
Awards:
PMA Reggie AwardADDY Award
W3 Award
Horizon Interactive Award
Challenge:
AT&T and their event agency, The Marketing Arm wanted something unique, innovative and effective to leverage their sponsorship of America’s Olympic athletes. They challenged The1stMovement to create a "holistic" viral online campaign that would generate buzz, as well as sales, leading up to and through the August Olympic Games. To meet business objectives, the initiative needed to generate more than 100,000 music downloads by consumers to create a minimum $100,000 donation to Team USA™. It needed to be fully functional within three (3) months.
With artists like 3 Doors Down, Sheryl Crow and Taylor Swift on board, we knew we had world-class assets to work with. The1stMovement created a high profile, 360-degree, online interactive campaign for English and Spanish viewers that could stream full-length music videos, plus behind-the-scenes content, to a younger audience. Here, consumers could purchase and download songs, ringtones and answertones generating ROI for AT&T. The campaign worked seamlessly to provide AT&T’s audience with an experience that was intuitive, fun, but most of all, styled dead on to appeal to the younger generation.
Result:
We were given firm success goals by our client, no grey area here. We needed to drive traffic to the site, convert traffic to downloads and raise money for the Team USA Athletes.
The actual download proceeds exceeded 10 times the original goal with over 1.1 million page views of the Team USA™ Soundtrack website.
Additionally, the site was the most recalled sponsor feature during the Olympic game broadcast (Nielsen IAG) and the site created over 27,000 downloads of Soundtrack widgets on Facebook and MySpace. Our video content received over 2 million views throughout AT&T’s three screens with a visitor average of over 7 minutes time spent on the site during the Games.
AT&T and their event agency, The Marketing Arm wanted something unique, innovative and effective to leverage their sponsorship of America’s Olympic athletes. They challenged The1stMovement to create a "holistic" viral online campaign that would generate buzz, as well as sales, leading up to and through the August Olympic Games. To meet business objectives, the initiative needed to generate more than 100,000 music downloads by consumers to create a minimum $100,000 donation to Team USA™. It needed to be fully functional within three (3) months.
With artists like 3 Doors Down, Sheryl Crow and Taylor Swift on board, we knew we had world-class assets to work with. The1stMovement created a high profile, 360-degree, online interactive campaign for English and Spanish viewers that could stream full-length music videos, plus behind-the-scenes content, to a younger audience. Here, consumers could purchase and download songs, ringtones and answertones generating ROI for AT&T. The campaign worked seamlessly to provide AT&T’s audience with an experience that was intuitive, fun, but most of all, styled dead on to appeal to the younger generation.
Result:
We were given firm success goals by our client, no grey area here. We needed to drive traffic to the site, convert traffic to downloads and raise money for the Team USA Athletes.
The actual download proceeds exceeded 10 times the original goal with over 1.1 million page views of the Team USA™ Soundtrack website.
Additionally, the site was the most recalled sponsor feature during the Olympic game broadcast (Nielsen IAG) and the site created over 27,000 downloads of Soundtrack widgets on Facebook and MySpace. Our video content received over 2 million views throughout AT&T’s three screens with a visitor average of over 7 minutes time spent on the site during the Games.
info@the1stmovement.com