AT&T Case Study for Champions Tour Events

Objectives

Develop a comprehensive event marketing platform where consumers are immersed in a personal AT&T experience, featuring AT&T technology capabilities, whiles maintaining a consistent brand identity mirroring AT&T’s new 2.0 message.

Solutions

Hit Big developed a unique e-commerce technology for event participants allowing them to customize their gift selections. By partnering with name brands like Nike, Callaway, Ping, Swiss Army, and Titleist, Hit Big was able to offer the highest quality event branded products and wholesale pricing to AT&T and its VIP clients.

Hit Big developed a turnkey operation that enlightened participating guests on the new e-commerce technology that had a brand focus. With AT&T Event Managers, Hit Big re-designed AT&T’s flagship hotel presence, creating a welcoming environment where guest were encouraged to shop online and sample event branded merchandise. At a second location the same operation was then replicated in the tournament’s main clubhouse. In addition to the Hit Big staff that was on site for the event, volunteers were put through a mini boot camp training seminar increasing their IQ on the e-Shop technology and the experience that was to be delivered.

To keep in line with AT&T 2.0 efforts, Hit Big designed a producted tournament branded gift cards and packaging that was distributed to VIPs at the AT&T’s Champions Tour events. Hit Big also managed all production and tournament brand marks. While communicating with the AT&T branding agencies, Hit Big was able to produce effective marketing pieces promoting the event, the e-Shop, and the AT&T brand.

The Results

The Hit Big e-Shop was first launched at the AT&T Championship in 2007 and was used at the AT&T Champions Classic in Valencia, CA in 2008. The e-Shops enhanced the overall event experience for AT&T’s VIP guests and it created a one-of-a-kind opportunity for participants to personalize their event gift options. Hit Big staff and volunteers were able to provide a “hands on” personal experience for every registrant and strategic brand marketing helped propel the AT&T message. By managing the event brand and monitoring its production, Hit Big provided invaluable brand protection.

The 2.0 experience created by Hit Big has resulted in thousands of marketing impressions for the AT&T brand.