AT&T and Chase Card Services today said they are delivering on the promise to offer Tim McGraw’s “Swampstock” music festival on three screens simultaneously, as the first major content advertising deal through AT&T Entertainment Services.

The sole sponsorship deal is AT&T’s first foray into what it hopes to become--an entertainment content company, in addition to a communications company. Performance video clips, interviews and other exclusive content from McGraw’s Swampstock festival and Neighbor’s Keeper Foundation charity event will be viewable online for 90 days at the AT&T Blue Room Web site and via AT&T video services, including U-verse and Homezone. AT&T Wireless customers will be able to download related wallpaper and ringtones.

The content is being specifically purposed for each screen, with Chase as the sole advertiser. Video customers can use AT&T video-on-demand to see exclusive behind-the-scenes footage from various Swampstock events including the softball game, clips of scholarship winners, music from the outdoor concert and artist interviews via video on demand. At the AT&T Blue Room site, there will be five Web videos from Swampstock, all sponsored by Chase.

The idea is to give Chase, as the exclusive sponsor, an integrated package of content that reaches out to multiple audiences, said Scott Helbing, executive vice president of AT&T Entertainment Services, in a prepared statement.

“In today's fragmented media environment, marketers need ways to connect with consumers on their terms,” Helbing said. “Programmers, advertisers and service providers are looking to the television, the Internet and the wireless device to reach customers with targeted, relevant messages that deliver decisive results. Our three-screen platform does that in a way that competitors cannot.”