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Event Retrospective

ATN’s agency partner, Jack Morton Worldwide, asked us to handle the staffing for Lady Gaga’s Born This Way Foundation (BTWF) charity tour. The Foundation empowers youth “by connecting them to skills and opportunities they need to build a kinder, braver world.” The activation took place at all Gaga tour stops.

Brand Ambassador Selection

During the hiring phase we collected videos from candidates answering the question, “What was your bravest moment?” Our Account Manager pre-screened the videos, poured over resumes, and conducted interviews to present the best potential brand ambassadors to the client. Staff needed to be diverse, young, bold, and energetic to evoke the values of Lady Gaga.

The ATN Edge of Glory

ATN delivered. Partway through the tour we were asked to take over staffing for the Labor and Production Assistant portion of the program. We turned around a large request within 48 hours and handled all staff for the remainder of the program.

Performing Under Pressure

Being asked to take on more responsibility in the middle of a tour is the ultimate compliment. We can get things done quickly and efficiently if needed. Experiential marketing is fast paced. When things shift gears unexpectedly, we work together with our clients to provide honest answers and a creative solutions. Like our brand ambassadors, we were born ready.