As part of its Olympic sponsorship, AT&T is bringing some innovation into its advertising with a campaign that integrates the record-breaking and award-winning performances of Team USA athletes into a series of spots created by BBDO New York that are scheduled to air the day after the events. In the spots, aspiring athletes are shown watching an Olympic performance (the real footage from the day before) on their phones and then making a note of the winning time or score as motivation.
This was definitely a really cool idea and had caught my attention before I read this.