New AT&T March Madness Campaign Focuses On Ability To Watch Games On-The-Go

AT&T is "back in a big way" for the NCAA Tournament with a new campaign that "brings to life the ability to watch games on the go, or in distinct locations," according to Aaron Baar of MARKETING DAILY. Commercials for the campaign feature CBS' Greg Gumbel and comedian Dan Finnerty together in "situations where they are not near a traditional TV set (like in a parking lot or backstage before going on air), but still able to keep up with the action." Finnerty "brings the concept to life by singing a customized version" of Aerosmith's "I Don't Want To Miss A Thing." The new campaign "supplants AT&T’s familiar effort, which featured famous former basketball players watching the tournament together, teasing each other and sharing bracket theory." In addition to the campaign, AT&T has "rolled out a new promotion, allowing DirecTV customers to fill out their brackets via their televisions" (MEDIAPOST.com, 3/15).