Hyping the Madness

Ball is life? It was for AT&T during March Madness.

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Approach:

I led content creation to support AT&T’s sponsorship of the NCAA College Basketball Tournament.

 

The campaign included:

• Real-time videos and GIFs that AT&T used to chime in on buzzer beaters and upsets throughout the tournament

• AT&T branded March Madness Spotify playlists

• Branded upset alerts and video content published by sports influencer Paul Pabst of The Dan Patrick Show 

  • Pabst has an ongoing practice of sharing close game alerts or upset alert tweets to his followers that he calls "snug" alerts. To capitalize on Pabst's personality and following we provided him humorous AT&T branded "snug" graphics that he shared at big moments throughout the tournament. Additionally, we created quirky man-on-the-street videos with Pabst that were shared from AT&T and Pabst's channels.

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Results:

The program produced engagement rates 182% above the brand's Twitter benchmarks. It even earned a shout out from social media sports influencer Darren Rovell.

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Strategic Partners: Lauren Schleyer, Eric Ginsberg, Andy Holmes, Robert Hanlon

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Creative Partners: Luke Hollyer, Caroline Robinson Smith, Steph Paulovich, Erik Bowen, Aaron Ashworth