Hispanic audiences are central to AT&T’s growth strategy, and the brand is committed to engaging this community through culturally authentic experiences. The insight driving this work was clear: music is the heartbeat of Latino culture and a powerful catalyst for connection, pride, and shared memory.
Research shows that 92% of Hispanics say audio makes them feel more connected to their culture, while 51% believe live events create meaningful memories and shared experiences. This made live music the ideal platform for AT&T to deepen cultural relevance and strengthen brand affinity.
As a leader in audio entertainment, SiriusXM media reaches over 9 million Hispanic listeners, while also producing culturally resonant music experiences. Together, AT&T and SiriusXM identified an opportunity to move beyond messaging and create a tangible, local expression of brand commitment.
The goal was to connect with Hispanic audiences in Miami through a premium, music-driven experience that rewarded loyalty, celebrated culture, and reinforced AT&T’s commitment to community, empowering growth and unlocking new horizons through innovation and connection. AT&T executed a strategic partnership with SiriusXM to own its most coveted Latino music event, El Pulso, featuring the premier Hispanic artist, Manuel Turizo.
The experience delivered exclusive surprise-and-delight moments for AT&T customers, including expedited event entry, custom tote bags designed by Miami-based artist Ivan Roque, and a branded Premier Area takeover. Every touchpoint was intentional and celebratory—transforming a concert into a thoughtful brand moment that reinforced AT&T’s commitment to delivering a culturally resonant fan experience through meaningful connection – Conectar Lo Cambia Todo.
AT&T’s first appearance at SiriusXM’s flagship, El Pulso, Latin music event in Miami was designed to make a bold and memorable entrance. From the outset, the goal was to create a seamless, culturally authentic brand experience that elevated the live event while delivering exclusive value to AT&T customers.
The project was brought to life through close collaboration between AT&T and the SiriusXM Brand Partnerships team, which managed execution end-to-end. The program began with a comprehensive kickoff to align on objectives, timelines, and creative elements. From there, the SiriusXM team oversaw ongoing communication, production coordination, and milestone tracking to ensure all deliverables stayed on schedule. AT&T remained deeply involved throughout the process, providing timely feedback across multiple creative rounds, which allowed for efficient decision-making and eliminated potential delays. This strong partnership and shared accountability enabled a flawless execution without disruption.
The on-site execution focused on surprise, exclusivity, and cultural relevance—beginning at the admission line. To reward loyalty and enhance the guest experience, AT&T offered expedited general admission entry for select AT&T customers. Ahead of the event, attendees received a pre-event email promoting exclusive expedited entry for the first 25 AT&T customers, extending engagement beyond the venue, and building anticipation before arrival. On event day, qualifying participants were escorted to the front of the line simply by being customers, creating a highly visible “surprise and delight” moment that generated excitement, buzz, and clear brand differentiation among attendees.
Once inside, to authentically reflect Miami’s cultural identity, AT&T partnered with local Cuban-American muralist Ivan Roque to design a custom AT&T tote inspired by the city’s heritage. The limited-edition totes were distributed to attendees and were fully claimed within the first hour of doors opening—demonstrating strong demand and resonance. The activation also featured an AT&T-branded display where Roque interacted with guests and shared the inspiration behind his artwork, adding a personal and community-driven dimension to the experience. Ivan Roque was so excited about this partnership with AT&T that he even posted on his own socials, generating additional reach with his fans and followers.
AT&T further elevated its presence by taking over the entire Premier Area, transforming it into a fully branded, premium environment. Immersed in AT&T’s signature blue and messaging, the space offered elevated hospitality and prime stage views for high-profile guests. The Premier Area quickly became the event’s central hub, reinforcing AT&T’s role as a top-tier partner and placing the brand at the heart of the night’s energy.
Despite the complexity of coordinating multiple experiential elements in a live-event environment, proactive planning, clear communication, and strong collaboration allowed the team to overcome logistical challenges and deliver a polished, high-impact execution. The result was a unique, locally rooted brand experience that seamlessly blended music, culture, and customer value.
El Pulso delivered a high-impact, culturally resonant experience in Miami, headlined by Latin GRAMMY–nominated Colombian artist Manuel Turizo, drawing an energetic crowd of more than 1,400 fans. As the premier sponsor, AT&T, successfully positioned itself at the center of the night’s excitement, maximizing visibility, engagement, and brand impact.
The activation directly met AT&T’s objectives to reward loyalty, elevate the live music experience, and strengthen connection with Hispanic audiences. Demand for AT&T-exclusive elements was immediate and overwhelming: expedited entry for AT&T customers was fully claimed within 10 minutes, all 800 custom-designed tote bags by Miami artist Ivan Roque were distributed within the first hour, and the branded premier viewing area hosted more than 200 guests, becoming the most sought-after space at the event. By owning this premium footprint, AT&T enhanced the attendee experience while reinforcing its role as a brand that delivers access, exclusivity, and cultural relevance.
The sponsorship also drove strong brand lift and measurable impact. AT&T achieved 90% aided awareness among attendees and ranked among the top three sponsors for greatest impact on brand perception. Post-event results showed a 39% lift in positive opinion and a 37% increase in consideration—clear indicators that the experience resonated both emotionally and strategically.
Together, these results demonstrate that AT&T’s partnership with SiriusXM successfully translated cultural insight into meaningful engagement and measurable brand growth.
