AT&T | MO-MENTS

broadcast | digital | social

When Mariano Rivera announced his retirement, AT&T saw an opportunity to honor more than just a legendary career—they gave fans a way to say thank you. Through a mobile-first experience, Yankees fans from all over were invited to share their personal messages, memories, and gratitude for the game’s greatest closer. Thousands of heartfelt tributes poured in, some even making it to the big screen at Yankee Stadium. It was a farewell fit for a legend—powered by the fans who never missed a moment.