Pose with the Pros

Experiential | Social

The Challenge:
As title sponsor of the Cowboys Stadium, AT&T get a lot of media assets to use for their brand. One of these assets was a bank of screens at the east entrance (see image right).

Up until now, these screens had been a basic digital advertising play.
We were tasked with using them to ‘demonstrate the power of AT&T’s new 5G network’.

The Strategy:
No one comes to the Cowboys Stadium to hear about AT&T or their network speeds. They come to watch and scream for their beloved Cowboys. AT&T’s network, and role as title sponsor gave them a unique opportunity to amplify the fan experience.

The Idea:
Pose with the Pros: an AR experience where fans can take a selfie with their favorite players.

The Execution:
Connectivity to AT&T’s 5G network made it seamless and dynamic - player motions and mannerisms were crisp and without lag. Fans received their their video immediately following the experience, and the activation was an instant viral sensation:

A person standing in front of a digital display featuring football players at a stadium entrance.

The Case Study:

AT&T logo with a blue spherical icon and the text "AT&T" in black.

The Results:

33K

Consumer Interactions on the first day

120

Media Hits

500M+

Social Media Impressions

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The experience was also replicated by AT&T's other team partners, and a mobile on-the-go version was also created.

Four female athletes and a coach posing for the camera; the athletes are wearing USA soccer jerseys, and the coach is in a white hoodie with a Jumpman logo, in front of a light blue background with the words "Pose with the Pros" and the USA Soccer and AT&T logos.
A person is holding a smartphone displaying a website for selecting a hockey team lineup. The screen shows options to select four Blackhawks players to join the first line. In the background, there is a digital display board with images and names of hockey players, including Alex Debrincat, Kirby Dach, Patrick Kane, Connor Murphy, Seth Jones, Tyler Johnson, Brandon Hagel, Tommy Hawk mascot, and others.