Last week, AT&T began airing a spot called “Butterflies,” featuring gymnast Nastia Liukin, that promotes live Olympic coverage available on AT&T mobile phones.
During the opening ceremony for the games on Aug. 8, AT&T launched a spot called “We,” promoting the three screens on which viewers can watch the Olympics—TVs, PCs and mobile phones.
“The three-screen spot covers all of our business technologies,” said Daryl Evans, VP-advertising and marketing communications at AT&T. “ "We' is a brand ad that captures the excitement of being a fan of Team USA.”
AT&T is the official telecommunications sponsor of the U.S. Olympic team, and is providing millions of dollars worth of technology at U.S. training centers and at the games.
Leading up to the games, Visa Inc. debuted a campaign called “Go World” that showed athletes and promoted the company's sponsorship of the Olympic Games.
“The Olympics are an incredible platform for us from a marketing perspective,” said Elyssa Gray, head of media and creative services for Visa. “It is a unique event in the world that brings countries together to celebrate sports and the purity of sports. The Olympics are a platform for us to bring value to all of our clients, including consumers, our network banks, merchants and the business community.”
The integrated campaign, developed by TBWA/Chiat/Day, Los Angeles, and AKQA, San Francisco, includes TV, print, online and mobile. The budget was undisclosed.
The Olympians in the campaign include swimmers Phelps and Katie Hoff, gymnasts Liukin and Paul Hamm, and track and field athletes Allyson Felix and Dwight Phillips.
In addition to the “Go World” campaign, Visa is running ads for specific products and services, such as the Visa Business card and Visa Security.
Online ads spotlight Olympic athletes and drive users to a microsite where they can learn more about the athletes and post their own stories about how the Olympics have inspired them.
There is also a mobile element to the campaign, in which users can send in a text to receive a recorded call to their phone with stories of the Olympic athletes.