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Emmitt Smith Returns to Dancing with the Stars

PR Campaign
Wednesday 14th October, 2026

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.

AT&T
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