Best Telecommunication Integrated Ad Campaign

The AT&T Live Proud campaign emerged from AT&T’s desire to make an impactful connection between the LGBT community and the AT&T brand while highlighting AT&T’s commitment and attributes. In order to reach campaign goals, AT&T partnered with renowed singer/performer Adam Lambert to call the LGBT community to participate in the campaign. The 10 week digital media and experiential campaign ran from June 5 to August 10, 2014 and drove traffic to the AT&T Live Proud Facebook page. Promotion for the campaign was through digital banners, paid banner ads on Facebook, social posts from Adam Lambert and AT&T, editorial articles on Gawker, and experiential word of mouth promotion at AT&T sponsored pride festivals. The AT&T Live Proud Facebook Page was a crucial campaign component that created an online community where consumers could create their “I Live Proud” meme and share via social networks with hashtag #ATTLiveProud for a chance to win a flyaway experience to meet Adam at the Live Proud Finale in NY. In addition consumers could view the AT&T Google hangout with Adam Lambert, learn about AT&T’s attributes, were provided information about AT&T sponsored pride events, and could learn about AT&T’s latest offers and devices. To celebrate the success of the campaign the 2014 AT&T Live Proud Finale hosted LGBT organizations, influencers and campaign winners at the Highline Ballroom in NYC.

Contributors:

Executive Director, Multicultural Marketing at AT&T:	Laura Hernandez
Director of Marketing at AT&T :	Dora Lorenzo
Diversity Manager at AT&T:	Andrew Ramirez
Account Supervisor at 360 Agency:	Keitha Bialaszewski
Principal at 360 Agency:	Jennifer Ludden
Principal at 360 Agency:	Leticia Galindo

THE 360 AGENCY

Location: United States