Our Award-Winning Work
In 2007 alone, Millsport earned nine awards for its sports marketing programs, including a prestigious Cannes Gold Lion, Promo PRO Award, Globes Award, Stevie Award, Ex Award, and a Bill Veeck Sports Marketing Award from St. Louis University.
AT&T: Game Day. Delivered.
Objective
AT&T targeted football fans nationwide. With sponsorship of 14 teams, AT&T was able to reach fans in all regions with a new and exciting way to cheer on their team. From California to Ohio, from Texas to Connecticut fans were able to share their passion for college football with family, friends and other fans. The key target was males between the ages of 18 – 49, but AT&T attempted to reach fans of all ages and both genders. Most of all, AT&T wanted assist fans with feeling a connection to their team.Objectives:
• Educate consumers and create interest in the AT&T brand and products
• Create a point of difference and provide a positive experience with AT&T
• Drive awareness, preference and brand selection
• Drive purchase intent and sales
• Build an association between AT&T and Cingular in the mind of the consumer
Strategy
The solution was GameDay. Delivered. (GDD). The GDD program allowed AT&T to leverage the passion that students and alumni have for their team in a season-long promotion that utilized consistent and efficient messaging across all of AT&T’s sponsored Collegiate properties.GameDay. Delivered. was a highly viral, interactive campaign designed to allow students to gear up for, and celebrate game day. The main component of the program lived on www.attblueroom.com/sports - the brand’s home for all things sports and entertainment. The website was the primary focus – and the MASH-up (or Video Mixer) – was the main destination. Students were encouraged to make their own mix of video clips set to music to demonstrate their love of their team. Elements to mash-up included team highlights, fights songs, team photos as well as the opportunity to upload and include personal photos and videos.
As a bonus, fans of select schools who were also wireless customers could text to a shortcode and receive a password to “unlock” bonus footage to include in their MASH-up. Once fans had posted their mash-up, they could share their passion for the game by viewing other mash-ups. A promotional sweepstakes overlay “delivered” game day experiences through prizes such as team gear, grills for tailgating and even tickets to the big game.
In addition to the website, AT&T had a mobile component that allowed fans to feel connected to the program on campus. The College Experience Tour – a 53-foot experiential marketing vehicle – was on-site at sponsored Collegiate properties for 15 different games to support and promote the GD.D. program. While at the Experience Tour, fans could create their MASH-up while interacting with AT&T’s products and services. Media messaging was in place in each market to let fans know when and where could share their passion for the game.
