The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 15th Annual Shorty Awards

AT&T Presents Karol G Fan Experience

Finalist in Extended Reality


AT&T partnered with superstar Karol G to bring fans closer to the music and artist they love while strategically leveraging immersive technology to enhance the overall fan experience. As the presenting sponsor of her record breaking 2022 $trip Love tour, AT&T provided fans with exclusive shareable content in both English and Spanish through surprise meta-forward experiences in-stores and on-site nationwide.  


To authentically connect with next gen Hispanic consumers, AT&T curated a uniquely Karol G virtual universe providing fans with exclusive access and innovative bi-lingual experiences through a mobile-forward campaign. Objectives included: 

Strategy and Execution

AT&T’s strategy was centered around providing fans with the opportunity to share intimate moments with Karol G through immersive applications. To ensure authenticity, AT&T was challenged with curating an activation plan informed by real insights, including: 


(When compared to the average US consumer...) 


To kick off the consumer journey, AT&T released never-before-seen content with Karol G leading up to Hispanic Heritage Month, taking fans to a micro-site to learn how to access more Karol G experiences in AT&T stores. 


Once in-store, fans were welcomed by a scannable, life-size, 3D Karol G, brought virtually to life on the user’s mobile phone. Karol G took fans on an AR scavenger hunt throughout the store, scanning touchpoints to unlock exclusive rewards and content, ending with a sweepstakes for a chance to win sold-out concert tickets.  


At Karol G concerts nationwide, AT&T surprised fans with immersive experiences that integrated digital assets with the physical environment across multiple activation points: 






Charging stations were also distributed across activation sites to keep fans powered throughout the night.


The partnership between AT&T and Karol G generated unprecedented attention and positive feedback, surpassing industry benchmarks and proving distinctive impact while driving both upper and lower funnel brand metrics.  



Entrant Company / Organization Name

Creative Artists Agency, AT&T


Entry Credits