AT&T Super Saturday Night—Lady Gaga

To promote our brand as a leader in the entertainment world, AT&T created Super Saturday Night – a Super Bowl weekend concert in Miami featuring Lady Gaga that combined a live event with mobile technology and social media. 

From the ground up, we built a spectacular, multi-tiered venue, alive with interactivity. AT&T branding supported multiple lines of business as we worked with vendor partners to create sharable activations. We incorporated a whole new set of engagement tools – from AR to VR to social media. It dramatically elevated AT&T’s brand profile – becoming largest, most successful social activation in AT&T history.

METRICS

• 44% more live streams YoY at a 22% lower investment

• Doubled retargeting audience

• 2.3 Billion total impressions

• SSN trended #1 US and worldwide

• 10.2 million total views on Twitter

• Most streamed event in AT&T history

SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Oliver Dudley Creative Director, Copy: Richard Griffin Associate Creative Director: Sanchez Stanfield Designer: Nataija Bush Copywriter: Mike Polovsky Print Production: Sarah Grabel Production Studio Manager: Bernie Middendorf Retouching/Animation: Billy Lewis