ON THE WAY2SATURDAY – AT&T SEASON LONG COLLEGE FOOTBALL CAMPAIGN
This season long campaign followed the road trip adventures of two guys (Will & Ravi) on their way to the biggest game of the week for college football: ESPN College GameDay. But to get into the game they had to use the AT&T network and their ingenuity to navigate scripted “challenges.”
Our challenge was not knowing the location of ESPN College GameDay each week.
Which meant between Sunday and Thursday each week we had to concept, write, shoot, edit and deliver a finished :60 piece of content.14 weeks, 20k miles, and 65 pieces of branded content later AT&T became the #1 recognized corporate sponsor of college football,On the Way to Saturday.
Director: Sean-Michael Smith
Creative Director: Marc Gilbar
Showrunner: Graham Hughes
Cinematographer: Jay Visit
Showcase the power of the AT&T network while uniting the brand’s collegiate football properties. Leverage the excitement around ESPN College GameDay to create entertaining, relevant content for college football fans to develop deeper engagement throughout the season.
We gave two lucky fans every college football fan’s dream – a road trip to all of the ESPN College GameDay locations AND a place on camera. The catch? They had to earn it by completing crazy challenges each week with the help of the nation’s largest 4G network and fans around the country.
The program outperformed its goal, generating millions of views. More important, the program is the most integrated of its kind within AT&T, and requires collaboration of nearly all of The Marketing Arm’s business units, including Sports, Entertainment, Experiential, Digital, Wireless, Social/Fanscape, and Promo Administration.
•256,000 Online Visitors
•36.9MM Social Reach via Twitter, Facebook
•#1 Most Identified NCAA Football Sponsor
• 22 College Football Sponsorships
• 45% of consumers had better opinion of AT&T
• Average time visitors spent on site 7:17
• Net promoter score was 711% higherthan general consumer
Content viewed on Way2Saturday.com (mobile and desktop) and YouTube Social via Twitter, Facebook and Instagram. Crowdsource “challenge” contest sent 15 fans to championship game.On-Air –Every Saturday a :30 AT&T spot would air on ESPN College GameDay.
Branded Content – An original :60 piece of content related tothe featured ESPN game or sponsored AT&T school would air.
Live Integration – Immediately after Will & Ravi were featured live on the ESPN set promoting the Twitter sign of the week.
35th Annual Reggie Awards 2013. The REGGIE Awards are dedicated to recognizing superior thinking, creativity, execution, and results across the entire spectrum of integrated marketing.
Bronze – Creativity & Innovation
Bronze – Marketing for Digital Services
Bronze – Multi-Partner/Sponsors
Bronze – National Consumer