AT&T - Even in the Madness of March
They don’t call it March Madness for nothing. It’s a month full of upsets, overtimes, buzzer beaters, and Cinderella stories. Adding to that madness are brands throwing elbows trying to capture audience attention.
AT&T needed to stand out in the crowd and make the most of their longstanding NCAA sponsorship by giving fans of the tournament the one thing they were missing—a sure thing.
After all, AT&T has the 5G network, security features, and very best trade-in deals to keep fans connected to the excitement.
This campaign leveraged the power of integration to tell stories that were both compelling to AT&T’s audience and hardworking for their bottom line. Every deliverable contributed to a new chapter, and each execution built on the other. The results? AT&T won big.
The campaign earned over two billion impressions, 33% higher click-through rates than march Madness 2021, and 125% more online buzz than March Madness 2021. Consumers were 84% more likely to search for AT&T and 200% more likely to talk about AT&T. Even in the Madness of March was the highest performing campaign of the tournament. Swish.
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