AT&T 360 Performance

AT&T, in collaboration with NBC Universal, spearheaded a groundbreaking campaign to engage the US Hispanic audience by leveraging their affinity for music, technology, and celebrity culture. Recognizing the unique opportunity to connect through the universal language of music, AT&T offered fans an unprecedented experience: a 360-degree interactive view of Maria Becerra's performance at the Premios Tu Música Urbano, aired on Telemundo from Puerto Rico.
The campaign, aimed at creating a deep emotional connection, integrated a strategic blend of music and cutting-edge technology to resonate with the cultural values of the Hispanic community. This was the first-ever 360-degree live performance experience on Telemundo, giving fans the chance to virtually move around the stage alongside Maria Becerra via their mobile devices, fostering an immersive connection between the artist and her audience.
To realize this vision, we laid out a comprehensive plan that included a collaboration with A-list artist Maria Becerra, the development of custom content, and a series of 14 custom marketing elements. These ranged from social and linear tune-ins, broadcast integrations during the pre-shows on Twitter, the main event, and a seamless QR code access to the 360-degree experience. This multi-faceted approach ensured multiple touchpoints for audience engagement, further solidifying the brand's commitment to innovation and cultural relevance.
The AT&T and NBCUniversal-Telemundo partnership not only set a new precedent for interactive audience engagement but also strengthened AT&T's brand awareness within the US Hispanic market. By marrying the audience's passions for music, celebrities, and the latest technology, the campaign achieved its marketing objectives and established a new benchmark for live performance broadcasting, making it a deserving contender for the Muse Awards.