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Event Management :: AT&T :: Rock the Vote
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| Situation |
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AT&T wished to capitalize on the groundswell of interest and passion surrounding the 2008 Presidential Election. Through a partnership with Rock the Vote (RTV), the preeminent youth voter mobilization group, AT&T helped disseminate RTV’s message of youth engagement through the channels of music, pop-culture and new technology. Velocity assisted AT&T in capitalizing on this partnership and in reaching the highly sought after youth demographic through the following objectives:
- Use AT&T technology and services to engage and register 2M youth voters
- Showcase AT&T’s cutting edge technology
- Drive mobile content sales
- Create a mobile distribution platform for important election information and news
Through a partnership with RTV, AT&T could create a meaningful dialogue with this important group; building their voice while promoting AT&T technology and services.
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In order to capitalize on the interest and passion surrounding the 2008 Presidential Election, Velocity created a series of programs and events for AT&T targeting young voters, including...
Mobile election platform:
- Text program featuring election news and info
- Mobile content site featuring celebrity public service announcements (PSA)
- Get Out the Vote initiative provided registration deadlines and polling locations
AT&T-RTV Mobile Truck
- Technology laden truck toured the country, stopping at high-traffic, youth focused events
- Vehicle promoted and displayed AT&T technology, while allowing youths to register to vote and record their own public service announcements
Presence at major election events
- Ballot Bash Concert: An AT&T sponsored RTV event featuring A-list musical acts Fall out Boy, N.E.R.D, and Jakob Dylan
- Democratic National Convention: AT&T/RTV footprint served as the official youth headquarters of the DNC; featured street teams, celebrity appearances, and major media buzz
Rock the Trail student journalist program
- RTV and AT&T teamed up to help youth journalists share their stories, equipped with AT&T handsets for mobile updates, this youth press corps canvassed the country and reported their findings
Election Day PR blitz
The culmination of months of hard work, AT&T and RTV hit the streets of NYC to spread their message
Highlighted by appearances on Good Morning America and The Early Show, AT&T thanked those who had already voted and encouraged others to do so
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The Rock the Vote Mobile resulted in...
- 15 state, 36 stop mobile tour
- 2.5M mobile/online voter registration form downloads
- 200K opt-ins to mobile election platform
- 100K video views on AT&T handsets
- Over $750K in PR value alone
- More than 70K consumer interactions and 11M impressions
- Of the target demographic, 50% have a more favorable impression of AT&T because of the partnership
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Copyright 2009 Velocity Sports & Entertainment. All Rights Reserved.