EVENTS CAMPAIGN
CHALLENGE
AT&T needed to find a creative way to honor its commitment to support alternative lifestyle outreach and engagement that would result strengthen brand image and awareness in the LGBT community.
AT&T challenged agency to marry an LGBT musical celebrity with their Live Proud Campaign, and to assist in the curation and execution of the campaign throughout ten major markets across the Nation.
Approach
MGE brought together AT&T with the incredible Adam Lambert to create their Live Proud campaign, a consumer incentive program that encouraged those members of the gay, lesbian, bi-sexual, and transgender communities to share their “Live Proud Moment” via pictures being submitted and shared through the AT&T Live Proud digital microsite.
Participants were giving the opportunity to be mentored by Adam in a private setting, and top vote getters were awarded the chance to attend a private performance by Adam in Hollywood, CA.
Results
- Over 40,000,000 impressions were reached via radio, print, online, and in store
- Generated 68,000 “Likes” to the campaign Facebook page in under 4 months
- Over 200,000 images were submitted and shared to the campaign contesting
- Converted to annual event which is now a staple in AT&T’s marketing calendar
- The Finale Event in Hollywood was a smash success with over 1,500 attendees including celebrities and influencers
