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.
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