AT&T and P1 with Matt & Tommy rev up the US Grand Prix
The brief
AT&T wanted to supercharge their partnership with Oracle Red Bull Racing during one of the biggest moments on the motorsport calendar: the US Grand Prix. The challenge? Bringing the high-octane energy of the track to life for fans on the ground, while driving footfall to the AT&T Garage in Downtown Austin. They needed an authentic voice to cut through the noise of a crowded race weekend and prove that AT&T is the connection that keeps Oracle Red Bull Racing fans in the driver's seat.
What we did
We know racing fans rely on rock-solid connectivity to tune into the race, making AT&T the perfect partner to enable that experience. To prove it, we didn’t just broadcast a message—we created a moment. We partnered with P1 with Matt & Tommy, one of the most trusted and energetic voices in F1 commentary, to build a live show around AT&T’s activation in Austin.
The duo hosted a live Q&A and interviewed racing talent Scott Speed, turning a branded event into a must-see fan experience. This wasn't just audio; it was a full omnichannel takeover. We simulcast the episode across audio and video, ensuring the content traveled far beyond the garage walls. With onstage logo treatments, a YouTube video, and viral-ready social cuts, we delivered AT&T’s message seamlessly to fans wherever they were scrolling or listening.
The results
The campaign didn't just reach F1 fans; it resonated with them. By combining a live physical activation with digital amplification, AT&T tapped into P1's loyal community to drive massive scale. The content exploded on social media, proving that when brands facilitate fandom, the numbers follow.
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