The communications provider has tapped actor Eric Stonestreet to issue weekly challenges that ask fans to share photos and videos.
AT&T wants college football fans to #BeTheFan in an initiative that helps the communications provider mark another season as the official wireless provider of NCAA Football.
To do so, AT&T has recruited a "coach," two-time Emmy-winning actor Eric Stonestreet, to help NCAA Football fans demonstrate what color they bleed.
In #BeTheFan, Stonestreet issues a series of challenges that give fans weekly opportunities to win backstage passes and trips to the set of ESPN's College GameDay.
As the name implies, fans can respond to each challenge by sharing photos and videos on Twitter, Vine, and Instagram with the hashtag #BeTheFan.
The first challenge, which was posted to YouTube on August 30, asks fans to show how they kick off the season.
It has 3,600 views as of September 5.
@EricStonestreet, who has 542,000 followers, is tweeting about the initiative.
@ATT, which has 282,000 followers, is also tweeting to push the promo, as well as responding to submissions on behalf of the coach.
An AT&T rep was not available for comment.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT