When Team USA athletes returned from Beijing with Olympic medals and new world records, their training never stopped. AT&T is giving fans an inside look at these athletes’ day-to-day lives since Beijing through an interactive experience called ‘ My Journey.’
The campaign for the Olympic Games is driven creatively by TMA’s Concepts & Strategy team, and includes integrated work from TMA Wireless, TMA Talent, TMA Content and TMA Social. The ‘My Journey’ films share the athlete’s personal stories from Beijing to London, highlighting their experience as they prepare, once again, to compete on the world’s biggest stage. Along with the films, fans get to know their favorite athletes on a personal level by downloading their favorite songs for free and entering for a chance to win the athlete’s gear.
Special 30-second segments will air during primetime broadcasts of the London Olympic Games, which also encourage fans to interact with the ‘My Journey’ series across multiple social channels.
In addition, the TMA Digital team worked with ThisMoment, an online media-sharing service, to develop the consumer experience seamlessly across the brand site, Facebook, YouTube and mobile.TMA’s Talent team signed all athlete contracts and contingency contracts for AT&T’s acclaimed TV spot featuring Ryan Lochte. TMA’s AT&T Olympics team had a hand in working through logistics with BBDO, NBC and the USOC.
Watch more stories from Team USA athletes at youtube.com/shareatt.
