Every year, Sundance Film Festival proves to be a marketing goldmine for brands lucky enough to sponsor one of the many star-studded parties and lounges. Over the first weekend of Sundance 2017, one nationally-recognized corporation truly stole the festival spotlight: AT&T. As the Official Multichannel Distributor sponsor of Sundance 2017, AT&T took over the renowned Village at the Lift and put on four exciting attractions that gave celebrities and influencers the chance to engage with DIRECTV‘s satellite TV services.
Since 2012, DIRECTV has been co-financing films for its VOD/PPV platform and Sundance offered an opportunity for consumers to discover new content and meet up-and-coming creators. The attractions showcased DIRECTV in the Cabin, Audience in the Café, Jeff Vespa’s WireImage Studio presented by DIRECTV, and DIRECTV NOW. These installations were an interactive way to tell Sundance’s top opinion leaders all about AT&T’s special DIRECTV services and connect the brand to the prestige of the festival.
Guests of AT&T at the Lift loved being able to escape from the cold and enjoy high-speed Wi-Fi and access to the DIRECTV app. At Jeff Vespa’s highly exclusive “Verge” issue launch party, Sundance’s top VIP’s also networked and discussed future business endeavors while enjoying light sushi fare from Nobu, a critically-acclaimed Japanese restaurant.
The many star interactions also provided invaluable celebrity marketing opportunities for AT&T and DIRECTV. At Nobu at AT&T’s at The Lift, Lily Collins ran into her good friend, Armie Hammer. Samira Wiley and partner, Lauren Morelli, were also seen celebrating their anniversary dinner. AT&T at the Lift also hosted a private Nobu dinner for “The Little Hours” with cast members Adam Pally and Kate Micucci. Jeff Vespa’s Portrait Studio at AT&T at the Lift also had notable celebrities stop by, including Halston Sage, Keanu Reeves, America Ferrera, Jeremy Renner, and Matt Bomer.
Finally, AT&T At The Lift hosted a DIRECTV CINEMA After-Party and a Cabin Football Party, both filled with a plethora of celebrity sightings. At the football fête, Band Aid’s Adam Pally was seen rooting for the Green Bay Packers, Girls actress Zosia Mamet caught the New England Patriots/Pittsburg Steelers game, and The Walking Dead’s Logan Miller had such a great time enjoying beers and snacks, that he stayed well into the evening. Everyone also raved about the gourmet grilled cheese bar bar provided by AT&T.
From arts and entertainment to building communities, AT&T is all about connecting people with their passions. These values are directly in tune with what makes Sundance Film Festival the largest independent film festival in the United States. In all, AT&T At The Lift’s attractions were highly successful at building brand awareness and bringing forth countless celebrity testimonials for DIRECTV. These testimonials could later be used to market DIRECTV as a top TV service for consumers. Other brands should definitely look at AT&T’s Sundance marketing strategies as inspiration for future promotional endeavors.
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