To promote our brand as a leader in the entertainment world, AT&T created Super Saturday Night –featuring Lady Gaga that combined a live event with mobile technology and social media to dramatically elevate AT&T’s brand profile – becoming AT&T’s largest, most successful social activations in history. Delivering 44% more live streams YoY at a 22% lower investment, the Most streamed event in AT&T history, 2.3 Billion total impressions, SSN trended #1 US and worldwide, 10.2 million total views on Twitter.