Go for the Gold

The task was to create a program to promote AT&T's sponsorship of Team USA during the Summer Olympics to drive brand love and super charge engagement.

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The Approach:

The Olympics are all about the shared moments of joy.

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Today, few TV moments bring Americans around the TV at once — but a notable exception is the Olympics.

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We tune in, discuss across our devices and celebrate together when our athletes bring home gold in real time. In fact, research has shown time and again — people develop their passion for an athletic team because of the shared moments of community and identity.

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This digital program would capture that sense of community. It celebrated the unexpected, shared moments of the Olympics and highlighted how AT&T's technology, programming and exclusive access to the games help deepen customers' connection to other fans and Team USA athletes themselves.

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The program consisted of 162 pieces of social media content, including:

• Exclusive video clips of Team USA athletes sharing moments of Olympic joy.

• Spotify playlists personally curated by Team USA athletes.

• AT&T-branded "good luck" messages to Team USA shared by athlete influencers and Team USA social channels.

• Real time celebration posts timed to big winning moments.

• AT&T's first Instagram Story, sharing insider facts from the games.

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Impact and Results:​

• Content produced an engagement rate a whopping 476% above benchmarks on Twitter and 61% above benchmarks on Facebook.

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Social Media Strategists: Lauren Price, Lauren Schleyer

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