Sports enthusiasts can now catch a play-by-play tour of their favorite athletes’ homes through a series of streaming video webisodes—produced and branded by AT&T—which provide fans with a behind-the-scenes peek into their lives and a chance to win prizes.
The three- to seven-minute webisodes are available at Seehowtheylive.com.
Fans who log on can click on AT&T icons throughout the segment to reveal trivia tidbits about players, such as their favorite tech gadgets and personal pastimes. Fans can also click on AT&T products or services players use—such as laptops—to learn about high-speed Internet services, or cell phones. The site keeps score of which factoids visitors have uncovered and which clickable elements they have missed in each scene.
Visitors who roll their mouse over a hidden item can click on it and register for a chance to win prizes such as Dell laptops, Motorola RAZR phones, digital cameras and iPods. Signed memorabilia and sports gear including jerseys, hats, baseballs and footballs are also up for grabs in the games.
The webisodes run throughout the year and fans can subscribe to e-mail alerts to notify them when new ones are posted. A total 20 athletes from basketball, football, baseball and soccer will be featured by yearend.
“We want to let consumers know how our products and services can make their life better by showing them how these athletes use AT&T services in their house,” said Amy Engallina, associate director of sponsorship for San Antonio, TX-based AT&T. “We want to let consumers see how players live and interact with our services.”
Visitors who refer a friend, via e-mail, to the Web site can unlock special bonus footage. Exclusive content such as desktop wallpaper featuring the athletes is also available.
Upcoming segments highlight the homes of National Basketball Association players Jermaine O’Neal, Tony Parker, Elton Brand and Chauncey Billups. Veteran NBA player Kenny Smith goes man-to-man as host of the first round of webisodes.
TV spots airing during sports games on cable network TNT, print inserts in Sports Illustrated and ESPN the Magazine, local newspaper and TV ads, and online and wireless placements support.
Dallas-based The Marketing Arm supervises the overall project and develops the creative storylines and concepts; Javelin Direct, Irving, TX, built and hosts the Web site; GSD&M, Austin, TX, produces the webisodes; Avant Interactive, Los Angeles, manages the clickable content within the webisodes.
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