When presidential candidate, Barack Obama, announced in early July that the fourth and final night of the Democratic National Convention would be held at Invesco Field at Mile High, it was clear that history would be in the making.  Expectations did not disappoint as an electric crowd of over 80,000 was treated to a full day of events, only to be capped by a monumental speech from Senator Obama.  As part of the spectacle, AT&T, the official wireless provider of the convention, introduced an in-stadium text-to-screen feature, marking one of the highest profile mobile marketing campaigns ever.  Txtstation, in conjunction with Distributive Networks and Singlepoint, executed the program flawlessly.

Our objectives were to integrate our client, AT&T, into the event’s activities in a manner that would be meaningful and remembered.  We also wished to successfully monitor and display incoming messages.  Finally, we aimed to enhance the overall experience by providing a creative outlet and a convenient means for the masses to be heard.

To do so, Txtstation used its proprietary software to aggregate, review and display all SMS messages.  Attendees were encouraged to participate in two campaigns by taking out their mobile phone and sending a text message starting with the keyword ‘DNC’.  At that point, participants could either include their first name and hometown or send in their reason as to why they joined the campaign for change.  All messages were then sent to the short code 62262 and subsequently reviewed for inappropriate content.  If approved, the messages were then displayed in a high definition lower third scroll on the stadium screens.