CLIENT
AT&T
Jamie Butcher, VP-Brand & Sponsorships
Eric Fernandez, Exec. Dir.-Sponsorships
Deborah Buentello, Assoc. Dir.-Sponsorships
AGENCY
Chris Smith, Chief Strategy Officer
Jenna Kampfschulte, Dir.-Activation
Adrienne Barber, Acct. Super.-Activation
Jennifer Swinton, Sr. Acct. Exec.-Activation
Brian Hutchinson, Acct. Super.-Activation
GSD&M Idea City
Erika Shepler, Acct. Super.
Galen Adams, Sports Buying Dir.
Fleishman-Hillard
Razorfish
SUMMARY
The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, broadband and TV. The solution was the chance to win something so compelling -a pep rally featuring Dave Matthews Band -and drove participation at universities across the country. The "World's Loudest Pep Rally" received more than 3 million invitations and was streamed live from West Point last November.
