AT&T Unveils Unique U.S. Olympic Athlete Advertising Campaign Through 'Here's To All That You Do'
Inspiring advertising and fan engagement campaign showcases U.S. Olympians' journeys since Beijing and crucial preparations for the London 2012 Olympic Games
Dallas, Texas, July 26, 2012
Many Team USA athletes returned from Beijing with Olympic medals and new world records, but the training, the hardships, the love and the victories didn’t stop there. AT&T is providing viewers an inside look at these athletes’ day-to-day lives since Beijing through an interactive experience called ‘My Journey.’ The new creative series in support of AT&T’s sponsorship of Team USA will capture their training and accomplishments while highlighting the great effort put forth by Team USA athletes to achieve their goals and inspire others.
Beginning July 26, AT&T will launch ‘My Journey’ and introduce seven short films featuring Team USA athletes in their everyday lives as they prepare for the Olympic Games. Special 30-second segments will air during primetime broadcasts of the London Olympic Games, which also encourage fans to interact with the ‘My Journey’ series across multiple social channels.
The ‘My Journey’ films share the athlete’s personal stories from Beijing to London, highlighting their experience as they prepare, once again, to compete on the world’s biggest stage. Along with the films, fans get to know their favorite athletes on a personal level by downloading their favorite songs for free and entering for a chance to win the athlete’s gear. Viewers and fans can watch and learn more about the series and easily follow their favorite athletes as they compete in London at youtube.com/shareatt, att.com/myjourney or facebook.com/att.
As part of this overall campaign, AT&T recently launched ‘Warming Up’ and ‘Afternoon Run’ spots that feature Team USA athletes illustrating the obstacles they face preparing for the Olympic Games and how AT&T supports the athletes through its network of possibilities. ‘Warming Up’ features Ryan Lochte overcoming obstacles while swimming across the Atlantic Ocean before arriving in London. His swim personifies the challenges that Team USA athletes have to go through to get to the Olympic Games. ‘Afternoon Run’ features marathoner Ryan Hall running across all terrain and through many towns all while streaming an audio epic, The Odyssey. It becomes clear this is no short run, but he has no problem streaming his book over AT&T’s 4G network. Both spots are available at youtube.com/shareatt. During the Olympic Games, AT&T plans to launch the ‘New Possible’ advertising series to capture the drive of Olympic hopefuls everywhere, empowered and inspired by their modern, tech-enabled connection to the games.
AT&T worked with The Marketing Arm to manage the ‘My Journey” experience, and with BBDO for the advertising creative.