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
FOO FIGHTERS
For the biggest event of Super Bowl weekend in Atlanta, we built an entire 117,000 square-foot venue from the ground up, including 17,500 square-feet of dedicated video and projection surfaces. And we did it all in just 32 days. Rock legends Foo Fighters performed with opening act Run the Jewels. 10,000 fans attended the event, making it the most coveted ticket of the weekend – rivalling the game itself.
METRICS
• 3.4M live views with a total of 8.9M total views on Twitter
• 96,653 unique viewers with 146,995 total views on Audience network
• 21.6 million views, 15.7 million campaign engagements, an incredible 2.3 billion campaign impressions across social media platforms
• 1.9 million potential remarketing audience
• 3x total streams from the previous year
• #SuperSaturdayNight trended #1 in the US and worldwide on Twitter
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Amanda Assadi Creative Director, Copy: Richard Griffin Associate Creative Director: Sanchez Stanfield Designer: Gina Fujita Copywriter: Richard Griffin Print Production: Sarah Grabel Production Studio Manager: Bernie Middendorf Retouching/Animation: Billy Lewis
TELL YOUR STORY
SUNDANCE—Ex Award Winner
SUNDANCE 2019
As a sponsor of the Sundance Film Festival, AT&T wanted an organic presence to promote DIRECTV as a partner to filmmakers to distribute their work. To accomplish that, we combined AT&T branding with immersive graphics, neon signs and smart, simple aesthetic that made AT&T feel right at home as a major player at the festival.
SUNDANCE 2020
Every year, Park City, Utah is transformed into a moviemaker’s mecca - the Sundance Film Festival. As one of the entertainment industry’s premier events, it was a perfect branding and activation opportunity for AT&T. Capturing the attention of the press was our primary objective. We wanted to engage A-List talent in a way that would organically feed press coverage – engaging them both in real-time conversations and across social platforms. Leading with Warner Media, we leveraged press coverage to take our presence beyond Sundance, reaching both entertainment fans and industry professionals.
METRICS
• 565 Earned Press Hits
• 10.4 billion media impressions
• $79,673,330 ad value
• AT&T was the #1 most mentioned brand within Sundance 2020 social media
• #ATTonLocation brand campaign achieved 565% overall positive gains YoY.
• 11.1MM overall brand impressions, increasing by 1.7 times year over year.
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Amanda Assadi Creative Director, Copy: Richard Griffin Associate Creative Director: Sanchez Stanfield Designer: Gina Fujita Copywriter: Richard Griffin Print Production: Sarah Grabel Production Studio Manager: Bernie Middendorf Retouching/Animation: Billy Lewis
TIFF—Ex Award Winner
THE TORONTO FILM FESTIVAL 2018
The Toronto Film Festival is a major international event for film industry members hoping to bring their passion to the big screen. It was also the perfect brand opportunity for AT&T/DIRECTV, a leading name in acquiring and distributing today’s top storytellers. We partnered with graffiti artist Ben Johnston for a campaign encouraging all to “Tell Your Story.” From the step and repeat to dinner menus to tote bags, DIRECTV’s brand presence was continuous and alive.
METRICS
• 2.2 million potential reach / influencer content
• 9.7 million social media impressions / owned social content
• 960 million impressions / traditional media - a $15.5M ad value
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Amanda Assadi Creative Director, Copy: Richard Griffin Associate Creative Director: Sanchez Stanfield Designer: Gina Fujita Copywriter: Richard Griffin Print Production: Sarah Grabel Production Studio Manager: Bernie Middendorf Retouching/Animation: Billy Lewis