AT&T Team USA Soundtrack

Best Cause-Based Promotion

AT&T Team USA Soundtrack
Agency: The Marketing Arm
Client: AT&T

For the 2010 Vancouver Winter Olympic Games, AT&T built upon the success of its 2008 program (for the summer Olympics) by launching a second version of its Team USA Soundtrack. Partnering with entertainment companies including iTunes, NBC and major record labels, among others, AT&T aimed to engage the consumer while enhancing their Olympic-game watching experience.

To achieve its goals, the agency negotiated in-broadcast, 40-second primetime features on each of the 15 core nights of the NBC Olympic telecast. During those features, AT&T introduced the Team USA Soundtrack featuring exclusive inspirational tracks from leading artists, strengthening the brand’s tie-in with entertainment to its 18-24 year old target demo.

Artists on the new version included Mariah Carey, Rascal Flatts, 3 Doors Down, Sugarland, Puddle of Mudd, Green River Ordinance and more. All proceeds from the downloads went to Team USA.

One new song from the AT&T soundtrack premiered each night during primetime coverage on NBC accompanied by a video montage of the day’s key highlights from Team USA. At the end of each segment, consumers were driven to download the songs, ringtones and answer tones via AT&T’s Olympic website, mobile site or U-verse. The campaign was supported with 128 media placements, 330 million digital impressions and consumer viral marketing.

The program generated more than $360,000 in proceeds for Team USA during the Vancouver Games and soundtrack video content was viewed by 1.3 million people. To date, the AT&T Team USA Soundtrack has raised more than $1.3 million for U.S. Olympians. Of those consumers who participated via downloads, 63% have a more positive impression of AT&T because of the Team USA Soundtrack.

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