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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency MEC New York
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: May 7 2010
Entrant Company: MEC, New York, USA
Executive Director Hispanic Consumer Markets: Roberto Garcia (AT&T)
Managing Partner: Chet Fenster (MEC Entertainment)
MEC, Senior Partner/Associate Director: Lillian Roman (National Broadcast)
Manager: Merryl Goffin (MEC Entertainment)
Media placement: Half-Time Show Event - Event - May 7, 2010
Media placement: AT&T “Legends” Commercial - Telemundo - May 7, 2010

Insights, Strategy & the Idea
The 2010 World Cup was highly competitive for brands, especially in the telecommunications category. To make matters worse, in the US, where soccer resonates deeply with the Hispanic Community, AT&T’s largest competitor was the official sponsor of the Spanish language broadcasts.

However, in the US, AT&T had a pre-existing sponsorship of the Mexican National Soccer Team (MNT). To increase their brand presence around the World Cup,
AT&T leveraged that sponsorship to produce an epic TV commercial that featured MNT players and legendary personalities from Mexico’s past and present.

Our challenge: Reinforce AT&T’s relationship to soccer, create greater awareness for their MNT sponsorship, and strengthen their connection to the Hispanic community as a whole.

Our insight: “Bigger is in the eye of the beholder”. First-to-market, memorable television events can create the perception of scale with consumers.

We decided to turn the premiere of the new commercial into a cultural event.

Creative Execution
We partnered with Telemundo Network to create the first-ever, live, Super Bowl style halftime show in a soccer match. The performance featured Mexican superstar Cristian Castro during a sold-out MNT match, and was “Presented by AT&T”.

To create time for the performance and commercial, we worked with the network and the soccer league to reformat the game telecast and add extra minutes to the break.

Telemundo sportscasters teased the half-time show and the upcoming commercial premiere – the first time Telemundo announcers introduced an advertiser’s commercial.

Throughout the match, AT&T branding was highly visible on-air and in the sold-out stadium. Viewers saw AT&T-branded lower thirds, four AT&T-branded jumbotrons and numerous AT&T electronic boards, located around the stadium.

The performance culminated with the premiere of the new AT&T commercial, in its own commercial pod, as a lead in to the start of the second half.

Results and Effectiveness
The telecast was one of Telemundo’s most watched matches, reaching over 1.2 million households.

As a sold-out match, more than 75,000 people were in the stands to witness the half-time show and new AT&T commercial.

User generated content, created by fans at the game, received 100,000+ views on YouTube.