The Ask: Elevate the presence of AT&T brand in local communities as well as announce the relationship between AT&T and Mexico's national soccer team with games in Miami, Atlanta, San Diego, San Jose and Chicago. Provide a pathway to connecting loyal followers as well as potential consumers to AT&T.
The Solve: AT&T and CSE launched the campaign "mejoramidia" which translates to better my day. The concept was to connect to local hispanic communities in each of these cities and surprise and delight fans with gear and experiences. A turf-wrapped food truck was born from this concept to dart around each city delivering Mexico gear, tickets to the games, autograp signings from players and store appearances. One of the most successful city takeovers was in Atlanta where AT&T took over The SkyView and offered free rides, Mexico team gear from the truck and tickets.
Results: 2,074,714 social media impressions, 30 local heroes were recognized by AT&T, 72 hour take-over of the SkyView in Atlanta and developed 12 local hispanic community partnerships.