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:
Garnering positive brand perception and interactions from Karol G fans
Producing a tech-forward campaign that provided exclusive access to Karol G using augmented features that fans would enjoy and be excited about
Curating never-before-seen experiences that resonate within retail and live music backdrops
Fully immersing historically underserved bi-cultural music fans into a uniquely Karol G augmented ecosystem powered by AT&T
Create a first-time ever consumer experience in partnership with a globally renowned Latin artist that transcends industry benchmarks and breaks cultural barriers
Understanding that the Hispanic experience looks different across geographical regions of the country, deploy a strategy that authentically resonates and unifies through a shared passion point
Build memorable and innovative activations that are impactful yet scalable, with the malleability to travel on the road for multiple months with extreme set up time and production restraints
Integrating the campaign around the Karol G tour sponsorship seamlessly across retail while driving lower purchase funnel metrics
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...)
70% of Hispanic consumers are more likely to follow celebrities
40% of Hispanic consumers are more likely to feel music videos are an important way for them to experience music artists
20% of US Hispanics are more likely to enjoy seeing music artists live
88% of US Hispanics say they appreciate brands that speak to them in Spanish
82% of US Hispanics more likely to connect with brands through social media features
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:
AT&T 5G Presents Pose with Karol G - AR Celebrity Capture: Powered by augmented reality, fans had a once-in-a-lifetime opportunity to pose with a virtual Karol G at a kiosk modeled in the shape of a larger-than-life flip phone. Featuring a 60-inch touch screen monitor and HD camera, the AR experience featured content in English and Spanish, where fans received a custom photo and video via text or email to download and share. This experience was the first of its kind for a female Latina solo artist and was rolled out during Hispanic Heritage Month.
AT&T x Karol G Immersive Music Video Studio: Fans could create a 30-second, professionally produced music video set inside a vibrant replica of the iconic AT&T globe, allowing fans to channel their inner superstar. The mobile studio featured a state-of-the-art powered gimbal delivering cinema-quality video content.
AT&T x Karol G Exclusive GIF: Signage placed throughout venues included a unique QR code where upon scanning, an exclusive downloadable Karol G GIF was launched.
AT&T x Karol G Augmented Pre-Show Integration: To complete the consumer journey, prior to Karol G taking the stage fans were able to access a 360-degree immersive experience that brought the stage and venue to life in AR, featuring colorful 3D emojis and 2D graphics. These interactive objects filled the fan’s device screen, floating in the air around them while following the user’s movement. Fans could capture photos and video clips of themselves engaging with the AR filter utilizing both front and back end mobile cameras, available to download and share.
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.
Generated over 73.1M media impressions, including music and Hispanic focused channels
80% of young Hispanic AR activation participants reported that AT&T enhanced their experience through technology and innovation
Successfully drove fans down the purchase funnel, producing an increase in store traffic by nearly 10%
In-store Karol G AR experience garnered a 90% enjoyment rate, witnessed a near 2 minute overall average user dwell time, with Karol G super fans engaging up to 4 to 6 minutes, among the best-in-class benchmarks within the augmented reality space
94% of users who began scanning in-store AR touchpoints completed the entire virtual experience
Created opportunity for increased sales, with young Hispanic fans who experienced the branded AR activations reporting: 70% had a good impression of AT&T, 65% are likely to consider AT&T in the future, and 55% claim they would visit an AT&T store in the future