AT&T Races into 2008 Racing fans, fasten your seatbelts. AT&T Inc. announced the major components of the company’s 2008 multiplatform motorsports campaign. To promote its sponsorship in stock car racing’s elite-level circuit, AT&T has developed a creative campaign that includes a fully branded integration into FOX Sports NASCAR broadcasts — titled “AT&T Race Break” — as well as heavy promotion of its Safe Driving public service initiative, which is a pillar of AT&T’s larger Be Sensible public awareness campaign. AT&T has been the primary sponsor for a professional stock car racing team for more than a decade. Hosted by Emmy-winning FOX Sports broadcaster Chris Myers and champion crew chief Jeff Hammond, the “AT&T Race Break” segments will broadcast live from the “Hollywood Hotel” — FOX Sports’ mobile trackside studio. During breaks in racing action, “AT&T Race Break” segments will give viewers the latest in racing news and exclusive insight from the world of NASCAR. In addition, AT&T will use the platform to promote racing-related streaming video content available exclusively to its wireless subscribers.
To start the season, and to promote the Safe Driving initiative, AT&T will customize approximately 200 service vans across the country to reflect the look and feel of the #31 AT&T Chevrolet. Driver Jeff Burton will be on hand when the first wrapped vehicle is rolled out Friday, Feb. 15, at the Daytona Speedway AT&T retail store (Daytona Beach, Fla.). At the unveiling, Burton will officially sign the Safe Driving pledge, along with Rudy Hermond, vice president and general manager, AT&T North Florida, and a representative service van driver. The Safe Driving pledge that Jeff Burton and the service van drivers will sign include the following tips:
Ask passengers to help by changing the CD or radio station, placing a mobile phone call or reading directions to you.
If you don’t have a passenger, wait until you come to a complete stop at a red light or stop sign before changing the CD or radio station.
If you need to make or take a call, wait until your trip is complete and your car is safely stopped.
Never use your phone to take pictures, send and read messages, record video or watch video while driving.
It’s best not to eat and drive at the same time. If you’re traveling with someone, take turns driving while the passenger eats.
Avoid stressful or emotional conversations with passengers while driving.
Don’t be a “rubbernecker.” Let your passengers do the sightseeing while you drive.
Make safety your most important call. In the case of any emergency, a mobile phone can be a very useful tool. Remember, dialing 911 is always a free call.
For more information on AT&T’s Be Sensible public awareness campaign, visit wireless.att.com/be-sensible. For more information on AT&T racing news, visit www.att.com/racing. Career Sports & Entertainment/AT&T PR
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