Trending PR Campaigns
Emmitt Smith Returns to Dancing with the Stars
To mark the 20th anniversary of Emmitt Smith’s Dancing with the Stars win, AT&T partnered with the NFL legend on social videos revisiting his time on the show. Smith also returned for a Super Bowl Night performance, giving the anniversary a live moment and a timely route into a wide-ranging Variety interview about the NFL, Taylor Swift and the Cowboys.
Why it worked: It fused a news peg (DWTS 20-year anniversary + Super Bowl Night cameo) with a culture-sports flashpoint (Swift/NFL) voiced by a Hall of Famer.
The lesson: Consider pairing a timely anniversary cameo with a fresh stance on a hot cultural debate, then offer one interview that bridges both.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| si.com | Cowboys Legend Emmitt Smith Makes Epic Dancing With The Stars Super Bowl Night Cameo | Wednesday 14th October, 2026 |
| variety.com | Emmitt Smith Talks ‘Dancing with the Stars,’ Taylor Swift’s Impact on the NFL and the State of the Dallas Cowboys Under Dak Prescott: ‘He’s the Best We’ve Got’ | Wednesday 14th October, 2026 |
| parade.com | NFL Legend, 57, One-Third of the Dallas Cowboys' Triplets, 'Has Still Got It' in 'DWTS' Return | Wednesday 14th October, 2026 |
| kansascity.com | Emmitt Smith talks Chiefs winning Super Bowl, Patrick Mahomes, NFL fan Taylor Swift - Yahoo Sports | Thursday 15th October, 2026 |
| essentiallysports.com | Cowboys Legend Emmitt Smith Defends Taylor Swift's Appearances at Travis Kelce’s Chiefs Games - EssentiallySports | Thursday 15th October, 2026 |