2026 - Was a record breaker for the women's NCAA - UCLA won it's first championship and AT&T delivered a standout, high energy experience that broke participation records.
Modeled after the basketball gymnasium, AT&T's Tourney Town booth with large banners, a basketball built on court-wood floors, sideline photo op, and merch to get fans Final Four ready. Our spotlight touchpoint was the basketball game led by a coach, Kiki Rice. The aim was to run the coach's play and score as many points as possible, in a team of two or more.
On Saturday night, before the championship game, AT&T set Phoenix ablaze with a Super Saturday concert headlined by Kehlani, free for the community, Fast Pass entry way for AT&T Customers, hypo eye orb capturing content, and Meet & Greet moments for super-fans.
Talent: Kiki Rice, Sue Bird, Candace Parker, and Kehlani
Press: Event Marketer BizBash
Results: 34K impressions at Tourney Town, 10K fans at Super Saturday Concert, 1K+ M&G engagements, 2.6K Fast Pass users across key experiences
