TelecomAwareness

AT&T: Turning a sports sponsorship into a viral cultural conversation

35.7M views and $854K EMV through authentic Latino creators around the Mexico vs. Belgium match.

Campaign Results

35.7M

Total Views

Massive reach

$854K

EMV Generated

Earned Media Value

1.59M

Interactions

Social value

What did we improve?

Massive reach within the U.S. Latino soccer audience
Organic virality above sports industry benchmarks
High volume of shares and emotional conversation
Brand awareness and affinity built simultaneously

What does this mean

We turned a sports sponsorship into a cultural conversation
We scaled brand relevance within Latino communities
We generated highly shareable and emotional content
We positioned AT&T as part of the soccer fan experience
We amplified reach without relying exclusively on paid media

Real Business Impact

We significantly increased brand awareness
We generated emotional affinity with bicultural audiences
We sparked organic conversation around the Mexico vs. Belgium match
Alex Serrano went viral on TikTok with +29.6M views

"We transformed a sports campaign into a viral cultural experience, achieving massive reach, authentic connection, and performance far beyond expectations among Latino audiences highly connected to soccer."

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