As part of AT&T’s partnership with the Dallas Cowboys, we were tasked with creating a one-of-a-kind experience, bringing fans closer to the team they love in the awe-inspiring environment of AT&T Stadium. In my role as Creative Director on the AT&T account with Wasserman, I led this experiential creative project, as well as overall strategy and vision of the complete stadium creative strategy on behalf of AT&T.
As the center-piece of the fan experience, we set out to create a technology-forward brand activation, utilizing existing infrastructure of large interactive touchscreen columns and introducing a simple, awesome moment for consumers to get close to their favorite athletes.
Eight 10-foot-tall touchscreens were already installed in the East Plaza of the stadium, but they weren’t getting much engagement from fans. The partnership request was to make an experience that would bring the touchscreen technology to the next level, creating a unique attraction and distinctly shareable moment that only AT&T could provide. Additionally, we were tasked with creating a technological exchange and narrative that would spotlight AT&T's newly launched 5G wireless technology.
Over 115,000 fans have engaged with our experience at AT&T Stadium, during the Cowboys’ 2019 season. And we went big off the field too–one fan’s video of Pose with the Pros went viral, ultimately leading to over 500 million social media impressions.
The live spectator community responded overwhelmingly conceding Jerry Jones, Cowboys' owner and known NFL game-day experience innovator, had once again created something unrivaled in live entertainment.
AT&T Stadium and The Dallas Cowboys saw consistent, massive upticks in interest, notably a 158% jump from opening weekend to week 3, and line queuing of nearly 100 people per column lasting up until 1 hour after the end of regulation game play weekly.