AT&T Multicultural Events

The Ask

To provide experienced, bilingual (Spanish/English) promotional models to represent AT&T and assist with multicultural events surrounding AT&T’s sponsorship of the Mexican National Soccer Team’s U.S. Tour.

Staffing Overview

ATN provided staff to assist with both player meet & greets at retail locations and Futbol Fiesta, an interactive fan experience that takes place in conjunction with each match on Mexico’s U.S. Tour.  At the events, the promotional models were responsible for:

• Greeting guests and attendee registration.
• Assisting with line control and directional assistance.
• Providing support for local radio stations and their live remote broadcasts and giveaways.
• Assisting with interactive experiences including various photo-ops, a virtual reality experience, a barber shop/dry styling bar, and a fan face painting station.
• Encouraging fans to share content on their social networks with event-related hashtags.

The Challenge

In order to provide an authentic and engaging experience for Team Mexico’s fan base, 95% of the promotional models were required to be fluent Spanish speakers.  This posed a challenge in less diverse and smaller markets, but ATN successfully met and even exceeded the client’s expectations.

Results

• 95%+ bilingual staff requirement met for each event.
• Successful multicultural outreach with the target demographic.
• ATN’s level of service and bilingual staffing capabilities resulted in a multi-year partnership with the client.