Boston Marathon wireless partner AT&T is activating its rights and supporting the ‘One Fund Boston’ initiative with a new feature to this year’s race by curating a consumer-created digital mosaic – showcasing pictures and videos of Bostonians, marathoners and fans from around the globe.
The brand-backed #ItsOurBoston social mosaic will be displayed via a giant video screen in the Athlete’s Village on Marathon Monday and the object is for each photo and film submitted to the initiative to act as a form of encouragement for the runners.
The initiative aims to give runners, fans and city citizens a unique way to show their passion for one of the nation’s most beloved marathons and share what Boston means to them during this year’s poignant race.
AT&T itself will contribute $1 to One Fund Boston for each of the first 10,000 submissions.
A commitment which builds on the company’s initial $1m donation to One Fund Boston when it was first launched last year.
The telco began collecting consumer content on 31 March with a launch Boston tour, connecting running clubs and city community groups.
Throughout the first half of April an AT&T branded SMART car is touring college campuses, running clubs, Boston sport events and other local destinations in Marathon route communities and surrounding towns to collect mosaic submissions.
The tour began in Boston’s Back Bay and travels through Cambridge and the surrounding area with stops ranging from the Newbury Street Lululemon store, to TD Garden on 4 April for that evening’s Boston Celtics game.
Pictures and videos can also be submitted via Twitter using the campaign hashtag #ItsOurBoston and via a campaign website at atwww.itsourboston.com.
‘We wanted to create a unifying way for Bostonians and marathon fans around the world to be a part of the Boston Marathon,’ says AT&T President Patricia Jacobs.
‘There’s a real sense of community bringing all of us together as we approach Marathon Monday. The digital mosaic is an opportunity for the public to share what Boston and the Marathon means to them and to provide much-needed support for One Fund Boston.’
Those AT&T customers who wish to personally support the One Fund Boston can also text BOSTON to 80108 to give $10. The donation will be charged on their monthly AT&T bill.
‘Our One Fund Boston support and Marathon Monday services are just a few ways we can support an event we love and a city where we live and work,’ adds Jacobs. ‘Marathon Monday will demonstrate once again to the world that Boston is a truly special place, full of pride and remarkable and resilient people.’
Comment
An appropriate addition to the brand’s usual array of activation channels and services for this year’s race – one year on from the tragic bombing at last year’s race.
AT&T is the official wireless provider of the 118th Boston Marathon and has been a sponsor of the event since 2008.
Its partnership also sees the telco offer a host of mobile features to help keep runners and spectators connected on Marathon Monday.
These include:
- AT&T Athlete Alert: which enables fans to track the progress of individual runners (from family members to elite stars) via mobile text or email real-time updates.
- Free Calling Stations: five free communication centres for finishers in the family meeting area to help runners contact their loved ones after the race by phone or text.
- Free Wi-Fi: free Wi-Fi for AT&T customers at the start and finish lines and boosted 4G LTE network capacity around the course to boost capacity.
Links
AT&T ‘It’s Our Boston’ Website
AT&T ‘It’s Our Boston’ Twitter
#ItsOurBoston
AT&T Website
Boston Marathon Website
One Boston Fund Website
