AT&T Promo Turns Football Fans to Video Producers

Posted on by Chief Marketer Staff

AT&T, Inc. is calling on college football fans to move from spectator to producer in a promotion that lets them create customized videos of their favorite football teams and a chance to win prizes.

As part of the 2006 AT&T College Football Experience Tour program, fans can visit the Game Day Delivered Web site, Attblueroom.com/sports, to create a customized video “mash-up,” which allows fans to combine content from several sources to produce a video, using team footage, school fight songs and team graphics. Users drag and drop elements to create a video and can upload their own photos to personalize them.

Meanwhile, AT&T subsidiary Cingular Wireless, lets customers text message their favorite team names to a short code using their Cingular phones and receive a password to unlock bonus team footage for their videos. The customized videos can be made of several colleges including UCLA, Ohio State, Texas Tech and Oklahoma State. Each week, AT&T will showcase new videos and recognize the producers on the Web site.

As a promotional overlay, consumers have a chance to win prizes by registering on the site, including tickets to upcoming college football games, team jerseys and hats, MP3 players and tailgating gear. The promotion ends Dec. 1.

“We were looking for an interactive opportunity to allow fans to gear up and get excited about game days,” said Deborah Carranza, associate director sponsorship and events at San Antonio, TX-based AT&T. Consumers are incredibly passionate about their team and sport, and AT&T wanted an online channel for them to create these customized videos of their teams, she said.

The promotion is tied to AT&T’s 2006 AT&T College Football Experience Tour, which kicked off on Sept. 2 at the Arkansas-Southern California football game. The centerpiece of the tour is a 53-foot interactive mobile unit, which will pull up at 16 college games through Jan. 1, 2007. Visitors can create their own video MASHup, play online gaming, catch AT&T’s entertainment service called Homezone on large plasma screens, make local or long distance calls, use high-speed broadband to browse the Internet, send e-mails to family and friends, download select Cingular Wireless ringtones and win AT&T-branded merchandise.

Having the mobile unit outfitted with computers, TVs and wireless phones helps AT&T showcase its three-screen strategy to consumers, Carranza said.

“We want to build brand awareness, preference and selection in the market that we serve and the college football market is not specifically targeted to youth, but reaches a broad range of consumers,” she said.

Print ads in each region the tour visits and online materials on ESPN.com and Rivals.com support. The Marketing Arm, Dallas, handles the promotion.

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