AT&T FanZone Activation

The AT&T Fan Zone brings various interactive digital and social stations utilizing advanced technology to create a unique live experience dedicated to fans. This experience is created on behalf of the most impactful national and local teams in Mexico, such as La Selección Nacional de Mexico and El Club America.

AT&T Mexico is the official sponsor of a variety of national and local sports teams across the Mexican Republic. In 2022, they had the challenge of creating interactive experiences in these team's stadiums to create brand presence and increase engagement with the brand after two years of not having brand activations due to the pandemic. The goal was to create an experience that would capture the most attention from fans from the strategy, production, and the final result: the activation.

AT&T would compete alongside other important sponsor brands of these teams, so this was a great opportunity for AT&T to capture the public's attention and reach millions of viewers face to face, digitally, and socially. To achieve these objectives, The AT&T Fan Zone was created, which was present in various matches during the 2022 season of Mexican soccer teams La Selección Nacional de Mexico, Club America as well as in various matches of the Mexican baseball teams Diablos Rojos Del Mexico and Toros de Tijuana. Being the official sponsor of these significant Mexican teams and having access to their extremely dedicated fanbases, AT&T created a socially and digitally optimized experiential memorable touch points with fans. The use of brand ambassadors who communicated to the events assistants to participate in this experience was also a key part in growing the brand.

The AT&T Fan Zone went live in March 2022 during the World Cup Qualifiers match between Mexico and the United States. After 24 activations throughout the year, we can proudly say that the brand has grown exponentially. We built a community within the soccer and baseball fanatics who looked forward to living the Fan Zone experience at each game who would also spread the word, bringing new participants.