2023

NYX Awards - 2023 Gold Winner Winner

AT&T FanZone Activation

Entrant Company

The MRN Agency

Category

Strategic Campaign - Interactive Brand Experience

Client's Name

AT&T Mexico

Country / Region

United States

Experience Level

Agency

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 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. 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 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. The use of a Brand Ambassador who communicated to the events assistants to participate in this experience was also a key part in growing the brand.

Credits

Founder & CEO
Rebecca Nunez
CXO
Jay Kennedy
Account Director
Jennifer Burgos
Production Director
Arturo Barajas
Account Coordinator
Karla Cervantes
Market Manager
Edgar De Los Angeles
Market Manager
Ignacio Casquera
Creative Director
Abel Sanchez
VP of Content
Paulo Martinez
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