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    Thursday
    Apr032008

    How Are You Connected?

    DateThursday, April 3, 2008 at 06:14AM

    att.jpgAT&T recently launched its "How Are You Connected" Team USA Sweepstakes that enables eight (8) consumers to win a trip for two (2) to the Beijing Olympics in August - the trip includes airfare, hotel accomodations, tickets to marquee events, and a unique chance to meet some of America's finest Olympians.

    How are consumers eligible to win?

    From April 1st to May 30th, consumers can register for a chance to win on http://www.att.com and/or text TeamUSA to 2008 from their AT&T wireless device. Participants can win by registering once per day and have an opportunity to earn a bonus entry by submitting an essay, uploading a photo, or posting a video with a short description of how they are connected to TeamUSA hopefuls on the AT&T website. One grand prize winner is recognized during each of the eight (8) weeks of the campaign.

    olympics.bmpSmaller promotional prizes include:

    • Nintendo Wii consoles with "Mario and Sonic at the Olympic Games" video game
    • Team USA branded gear
    • Autographed photos of Olympic Athletes

    AT&T deems this the "ultimate once-in-a-lifetime, seemingly too-good-to-be-true-experience" - I wouldn't go that far... You might classify that as Buick's recent promotion dangling a chance to have Tiger Woods serve as your caddy. But this unique, high-rewards promotion does demonstrate AT&T's commitment to activate its Olympics corporate partnership. In total, AT&T spent nearly $172MM of its overall $805MM advertising budget on sports advertising (21.4%).

    Outside of AT&T, who else is sponsoring the Olympics?

    Worldwide Olympic Partners include: Coca-Cola, Atos Origin, GE, Johnson & Johnson, Kodak, Lenovo, Manulife, Mcdonalds, Omega, Panasonic, Samsung, and VISA

    Beijing 2008 Partners include: Bank of China, CNC, Sinopec, CNPC, China Mobile, Volkswagen, Adidas, Johnson & Johnson, Air China, PICC, and State Grid (These partners pay $100MM+ to use the Olympic marks in China)

    Sponsors include: UPS, Haier, Budweiser, Sohu.com, Tsingtao, Yanjing Beer, BHP Billiton

    Exclusive Suppliers include: Staples, Schenker Logistics, etc.

    BUT CAN YOU SAY CLUTTER? It is hard to maintain exclusivity when there is this much sponsor activity...

    In total, sponsors have paid a total of $1.5BN in support of the Olympics...

    AuthorBrian Gainor | CommentPost a Comment | Reference2 References | | Print ArticlePrint Article |
    in

    References (2)

    References allow you to track sources for this article, as well as articles that were written in response to this article.
    • Source
      Source: Stakeholders Betting Big on Value of '08 Games
      by Tripp Mickle at Sports Business Journal
    • Response
      Response: driversed
      at driversed on May 7, 2009
      Froggie, it’ s the same group who has been saying the same things over and over again for years. Through a virtual classroom in their Dobson High School computer lab, seniors who have been studying the novel memoir Night by Elie Wiesel recently had the opportunity to be peppered with questions ...

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