AT&T gained a share in the hearts of the African American community via music and faith passion points during the Christmas drive period by partnering with artists from different genres to create a unique holiday song titled "Be the Glow." The song, featuring Marvin Sapp, Fred Hammond, Fantasia, Earnest Pugh, Monica and Romeo reached Billboard’s Top 30 Gospel Chart and became the most downloaded gospel radio song in the month of Decempber.
Be The Glow was distributed through a campaign microsite and social media including influencer posts and a social sweepstakes.
The campaign also incorporated a social media and digital sweepstakes. To enter to win a tech prize pack listeners were asked to either comment how they "glow up" during the holidays using #BeTheGlow on an influencer’s post or to fill out a form on the microsite.
Overall, the campaign resulted in 14,000 song downloads and streams, 65,000 microsite visits, 35,000 sweepstakes entries and 87M social impressions.
