SBD/July 23, 2014/Marketing and Sponsorship

AT&T Rolling Out New Yankees-Centered Campaign That Focuses On Fan Chants

AT&T is debuting a new Yankees campaign this week from BBDO, N.Y., that  "takes the team's 'Let's Go Yankees' rhythmic chant to new levels," according to Aaron Baar of MARKETING DAILY. In one spot, two men "have an entire conversation, using only the four-beat chant." One chants, “What’s up, Brian,” from his office cubicle, while the other replies, “Not much, Tony,” from his "kitchen table while feeding young children." A second commercial "follows a similar pattern, with a dentist -- in mid-procedure -- taking a video call from a friend who’s in the stands at a game." Meanwhile, the company is "giving fans their own chance to add to the cheers, encouraging them to add their own chants online ... on Twitter using the hashtag #MyYankeesChant." AT&T also has erected a booth at Yankee Stadium where fans can "create a chant." Fans who "upload their chants will be automatically entered into a sweepstakes for Yankees gear and tickets" (MEDIAPOST.com, 7/21). 
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