AT&T My Journey to 2012 Olympics
AT&T sponsorship of Team USA at the 2012 Olympics was highlighted “My Journey”, an integrated advertising campaign highlights the path to the London 2012 Olympics for eight athletes, along with the mobile apps and content that helped get them through rigorous training. Athletes featured in the “My Journey” campaign include Ryan Lochte, Misty May-Treanor and Kerri Walsh, Jordyn Wieber, Allyson Felix, David Oliver, Alex Morgan and Steven Lopez.
The ‘My Journey’ films share the athlete’s personal stories from Beijing to London, highlighting their experience as they prepare, once again, to compete on the world’s biggest stage. Along with the films, fans get to know their favorite athletes on a personal level by downloading their favorite songs for free and entering for a chance to win the athlete’s gear, from the AT&T Facebook My Journey app.
Ryan Lochte chose as his favorite app SuperMonkey Ball 2, and favorite song.
“American Star” by Lil Wayne. The sweepstake prize was a skateboard signed by Lochte.
Steven Lopez chose his favorite app WhatsApp and favorite song, “Titanium” by David Guetta. The Sweepstakes prize was Steven’s favorite karaoke machine.
Misty May-Treanor and Kerri Walsh chose their favorite apps ScoreMobile and WebMD, and named their favorite song, “Good Feeling” by Flo Rida. The sweepstakes prize was a chance to play against Misty and Kerri in California.
Jordyn Wieber chose his favorite app, Gilt on the Go, and favorite song, “Believe” by Justin Bieber. The sweepstakes prize, ten $500 VISA gift cards.
Allyson Felix chose her favorite app Find your dream house with Trulia and favorite song, “I’m A Diva” by Beyonce. The sweepstakes prize, a Beach cruiser bike like Allyson’s.
David Oliver chose his favorite app 1800FLOWERS and favorite song “My Time” by Fabolous. The sweepstakes prize was a one year supply of David’s favorite cookies.
Alex Morgan chose his favorite app XE Currency and favorite song “Stronger” by Kelly Clarkson. The sweepstakes prize was VIP seats at a U.S. Women’s Soccer Match.
My Journey Credits
The Journey campaign was developed at BBDO New York by chief creative officer David Lubars, senior creative directors Grant Smith and Rick Ardito, creative director/copywriter Peter Albores, associate creative director/art director Hunter Fine, executive producers Julie Collins, agency producer David Rolfe, executive producer Cheryl Gackstetter, music producer Melissa Chester.
The Journey experience was developed at The Marketing Arm.