AT&T wanted to drive awareness and growth of their data-driven text and messaging services on mobile devices. The “World’s Loudest Pep Rally,” was a national campaign designed to drive that behavior by creating a competition between colleges for a chance to win a live private concert featuring the Dave Matthews Band at their school. The campaign was built on insights around the powerful role that music, college football, and social technology play in the lives of the college-aged target. Instead of consumers submitting online “entries,” students were required to send mobile invitations to the band via texts, photos, and videos.
Results
College students from every Division 1 University submitted more than 3 million invitations. West Point Academy submitted the most invitations and won the live concert experience at their school. In addition, another 150,000 fans streamed the concert live through AT&T’s website.
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