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AT&T Brings Bobblehead To Life

These days, being the title sponsor of a sporting event means doing more than just pinning one’s name to a tournament. It helps to do something fun. 

Celebrating its 31st year as the title sponsor of the AT&T Pebble Beach Pro-Am this weekend, AT&T is offering fans a little prize in the form of a bobblehead of the world’s top golfer, Jordan Spieth, who also happens to be sponsored by the communications company. 

“We are proud of AT&T Athlete Jordan Spieth and all he has accomplished in his young career, so wanted to celebrate with something fun and unique for fans this year,” a company representative tells Marketing Daily. “Events like the AT&T Pebble Beach Pro-Am help us connect our customers and fans to their passions for golf and our products and services.”

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The company will be giving away the dolls to the first 8,000 fans at the tournament on Saturday. But even those who can’t make it to the links can partake in the fun, thanks to a couple of online videos featuring the tchotchke. The simple videos depict the bobblehead as a mysterious prankster within an office, such as trying to land a hole-in-one with a crumpled piece of paper into an unsuspecting worker’s coffee cup, or changing another worker’s computer password

“We created the videos and blog as a fun way to talk about the giveaway for fans and our involvement as title sponsor of the event,” the representative says. “It also gave us the platform to create a social and digital conversation on a national level and extend beyond the community where the tournament is played.”

The company has also gone so far as to have “Bobble Jordan” pen a guest blog item on its Web site explaining AT&T’s Pro-Am sponsorship and some of the other activations at the tournament (such as a photo opportunity in front of a sign reading “SP_ETH,” where attendees take the form of the “I”). AT&T will continue to promote details about the bobblehead on its social channels throughout the tournament. 

“Bobble Jordan is Jordan Spieth’s biggest fan,” the representative says. “He does all he can to get noticed like the world’s no. 1 player, but ultimately knows that he’ll never be on Jordan’s level.”

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