AT&T is looking to bring an entire country together for two weeks during the Olympics with a new app that will enable fans to cheer on U.S. athletes from half a world away. The app is part of a digital-led campaign driven by TMA which highlights AT&T’s sponsorship of the 2014 Olympic Team.
Via the new app, dedicated digital site and video booths at events around the country, AT&T is encouraging people to upload videos of themselves chanting “U-S-A” as a show of support for the athletes competing in Sochi, Russia. Fans can download AT&T’s ItsOurTime app (available for Android and iOS devices), which will guide them through making a video chant, which can be uploaded to a virtual support wall housed at itsourtime.com, (Fans can also upload videos from their computers or at video booths at various events around the country.)
The “It’s Our Time” theme and hashtag for the campaign are meant to imply a dual meaning of national unity and a recognition of the athletes competing on the world’s biggest stage once every four years.
Through the app, fans can also watch AT&T’s national ad campaign for the Olympic games. The commercials depict a day in the life of an Olympic athlete and show how they stay connected with friends and family as they train. Breaking this week, and scheduled to run throughout the games, AT&T’s campaign features athletes such as Noelle Pikus-Pace (skeleton), Justin Reiter (snowboarder), Heath Calhoun (alpine skier) and Alyson Dudek (short-track speed skating). The ads end with a call-to-action for people to add their cheers to the It’s Our Time social feeds.