AT&T Home Turf

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

For the length of this two-year program I managed all aspects of content creation and maintenance of this site. I oversaw our internal creative and development teams, developed and managed budgets and production schedules, verified stability of the hosting environment, saw that all updates were made on schedule, coordinated information and asset exchange between our agency, the brand and partner agencies, including all metric reporting, while ensuring that strategy, marketing goals, and branding expectations were met.

**Deion Sanders, Nomar Garciaparra and Mia Hamm**

Program Details

AT&T Home Turf featured interactive video tours of the homes of athletes providing viewers with the chance to SEE HOW THEY LIVE.

Supported by a major national media campaign that included national television spots, print inserts in Sports Illustrated, OOH, and local newspaper, online and radio ad placements this popular program ran for two years with NBA great Kenny Smith and NFL legend Deion Sanders serving as hosts, as athletes from across the spectrum of professional and Olympic sports opened their homes and lives to fans.

Links within the videos revealed trivia, additional interview footage, and information about AT&T products and services. A hidden link within each episode led to a sweepstakes page where users could win autographed memorabilia and technology prizes.

Engagement time averaged 22 minutes on the site, with millions of video views over the course of the program.

As the webisodes unfolded viewers saw the athletes interacting in unobtrusive ways with AT&T products and services.

Speaking of the value of the program to the brand heading into the second season, Eric Fernandez, AT&T executive director of sponsorships and events at the time noted that, "AT&T Home Turf has evolved into a dynamic campaign with strong momentum behind it. It's an out-of-the-box way to effectively showcase AT&T products and services to a key audience, and our metrics show that visitors are returning again and again."

“Fans always want to know more about the lives of their favorite stars. We’ve been able to construct a vehicle that shows that and displays our products in action and how they accentuate their lives. That sort of testimonial is hard to duplicate.”