Wireless & Mobile Marketing
Case Study:
AT&T and The Masters
Objective
1. Build awareness of AT&T as a sponsor of the Masters.
2. Support AT&T’s technology capabilities and its three-screen strategy.
3. Build brand awareness and create product preference for the brand.
4. Reinforce AT&T’s position as an entertainment provider.
Strategy
Strategically, the 2007 Masters Tournament would serve as AT&T’s first major content initiative across the three screens. The program would further the company's commitment to delivering compelling content across the PC, TV, and wireless phone screens, bringing customers more of the entertainment they enjoy and strengthening programmers' and advertisers' connections with new and loyal audiences.
Results
AT&T’s sponsorship of the Masters and its promotion on AT&T blue room and Cingular Wireless content had a positive effect on consumer behavior. The sponsorship also had a positive effect on the overall brand image of AT&T among those aware of and participating in the promotion. AT&T was rated as having a similar image with the Masters and appeared to differentiate itself from competitors. AT&T as an entertainment provider also experienced higher ratings.