Octagon First Call

With opening ceremonies only 32 days away, the excitement surrounding the Olympic Games is in full swing. While athletes are breaking world records, some artists have been recording tracks for records. AT&T announced today that several popular musicians have agreed to record exclusive tracks for the AT&T Team USA Soundtrack. The songs will only be available for download in August during the Olympic Games on AT&T MEdia Net (for wireless phones) and online at http://www.att.net. The music can also be accessed at NBCOlympics.com. The proceeds from the sales will benefit Team USA. 

AT&T is an official sponsor of the U.S. Olympic Team and will also serve as the official telecommunications services partner of the U.S. Olympic Team for the 2008 Olympic Games in Beijing. This is a unique and interesting way to leverage their sponsorship for several reasons. AT&T is capitalizing on the astounding popularity of mobile media with the exclusive music downloads from some of today’s top artists. Moreover, they are driving people to their website and increasing traffic. They also found a way to connect their brand to the ever popular Olympic Games and athletes. And, they even added an aspect of goodwill, with proceeds going toward Team USA.  

With quotes from the decorated Olympian Michael Phelps and pop star Sheryl Crow, AT&T’s campaign is bound to receive great publicity. With the IOC’s tight stipulations on using the Olympic name, imagery and athletes, look for more creative campaigns linking non TOP sponsors to the Olympics in the future month.