AT&T Print BRACKETS BY SIX YEAR OLDS by BBDO New York

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BRACKETS BY SIX YEAR OLDS

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Industry Telecommunications Services
Media Print, Magazine & Newspaper
Market United States
Agency BBDO New York
Director Jorma Taccone
Executive Creative Director Greg Hahn, Bill Bruce
Creative Director George Ernst
Art Director Jesse Snyder
Released March 2012

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: AT&T
Product/Service: AT&T
Agency: BBDO NEW YORK
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Greg Hahn (BBDO New York)
Executive Creative Director/Director Of Innovation: Mathias Appelblad (BBDO New York)
Senior Creative Directors: Arturo Aranda/Grant Smith (BBDO New York)
Creative Director: George Ernst (BBDO New York)
Art Director: Jesse Snyder (BBDO New York)
Copywriters: Alex Taylor/Carl Fredrik Jannerfeldt (BBDO New York)
Design Director: George Ernst (BBDO New York)
Designers: Mike Sheppard/Czar Dizon/Doug Loffredo (BBDO New York)
Executive Producer: Diane Hill (BBDO New York)
Senior Producer: Joe Croson (BBDO New York)
Project Manager: Stu Miller (BBDO New York)
Production Company: (Caviar Content)
Director: Jorma Taccone (Caviar Content)
Interactive Company: (The Famous Group)
Editing House: (Arcade Edit)
Media placement: Facebook App - AT&T Facebook Page - 5 March 2012
Media placement: YouTube Page - AT&T Branded YouTube Page - 5 March 2012
Media placement: Broadcast TV - CBS - 15 March 2012
Media placement: Online Banners - SI.com, CBSSports.com, NCAA.com - 5 March 2012
Media placement: Rich Media - CBSSports.com - 12 March 2012
Media placement: Pre-Roll - SI.com, CBSSports.com, NCAA.com - 17 March 2012
Media placement: Mobile Banners - SI.com, CBSSports.com, NCAA.com - 5 March 2012
Media placement: Newsprint - USA Today - 12 March 2012
Media placement: Magazine Print - Sports Illustrated - 19 March 2012
Media placement: Promoted Trend - Twitter.com - 28 March 2012

Describe the objective of the promotion.
'Brackets' is a cultural sports phenomenon in the United States. People try to predict an entire sports tournament, game by game; in this case, the college basketball playoffs.

AT&T is a major sponsor of the college basketball playoffs, but instead of just doing what every brand does (throw the logo everywhere and hand out some free goodies) we decided to create content that people would find both entertaining and useful.

Describe how the promotion developed from concept to implementation.
AT&T recruited a first-grade class to help people with their brackets. At www.bracketsbysixyearolds.com, we launched a specially created online bracket builder where people could use their desktops or their phones to get 'expert analysis' on what was going on in the tournament and also help filling out their brackets.

Explain why the method of promotion was most relevant to the product or service.
Since AT&T is in the business of connecting you to the information you need, we decided to introduce a new kind of 'expert', someone who knows nothing about basketball, 6-year-olds.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Brackets by Six-Year-Olds reached more than 52m media impressions, including a front page section in USA Today and Video of the Day on ESPN.com.

Conversations on Twitter reached nearly 2m posts, where the clickthrough rate was over double that of previous AT&T campaigns.

Users spent an average of 12 minutes on the website, and returning visitors spent an additional 5 minutes watching content.