When 160over90 set out to translate AT&T’s message into a physical moment, the goal wasn’t to build the biggest footprint on the floor. It was to create something quick, competitive, and instantly understood—an experience that naturally pulled people together.
To help bring that vision to life, we partnered with the team at 160over90 to deliver a customized Urban Hoops experience. Wrapped in AT&T’s signature blue and paired with a custom digital leaderboard, the activation turned a simple basketball challenge into a branded engagement point that kept people stepping up for another shot.
Turning “Connecting Changes Everything” Into an Experience
The concept tied directly to AT&T’s message, championed by Jenifer Robertson, who describes the phrase as more than a tagline.
As AT&T celebrates 150 years since the first phone call made by Alexander Graham Bell, the idea behind the activation was simple: show how connection sparks interaction, competition, and shared moments. Basketball proved to be the perfect vehicle—fast, familiar, and naturally social.
The Experience on the Floor
Working closely with 160over90, the Urban Hoops installation was tailored to align with AT&T’s visual identity and campaign messaging. Key elements included:
AT&T signature blue branding integrated across the unit
Messaging overlay: “Connecting Changes Everything”
A custom leaderboard encouraging repeat attempts and friendly rivalry
Fast gameplay that allowed a steady flow of participants throughout the event
The leaderboard quickly became a focal point, drawing players back to beat their scores and spectators in to watch the competition unfold.
A Small Element That Sparked Big Engagement
Experiential engagement doesn’t always require a massive installation to deliver impact. In this case, a compact, high-energy experience gave attendees a natural way to gather, compete, and interact—all while reinforcing AT&T’s core message.
Through a simple but strategic activation, 160over90 successfully translated AT&T’s philosophy into something tangible: a moment where connection wasn’t just talked about, it was played out—one shot at a time.
160over90 is a global cultural marketing agency that helps brands create meaningful connections with audiences through storytelling, strategy, and experience design. As part of the Endeavor network, the agency works across sports, entertainment, and lifestyle sectors to develop campaigns, partnerships, and live experiences that bring brand narratives to life in culturally relevant ways.
AT&T is one of the world’s leading telecommunications companies, delivering wireless connectivity, broadband, and technology solutions to millions of consumers and businesses. With roots tracing back to the first phone call made by Alexander Graham Bell, the company has spent more than a century shaping how people communicate—continuing that legacy today through its guiding philosophy that “Connecting Changes Everything.”
