AT&T launched the second installment of this program to support the USA athletes in the 2010 Vancouver Winter Olympic Games. The soundtrack consisted of songs written for the games from a wide genre of contemporary artists. With a variety of media - print, digital, OOH and viral consumers were driven to download the songs, ringtones and answer tones through AT&T's Olympic website, mobile site or iTunes. The program generated more than $360,000 in proceeds for Team USA. Whether or not Shaun White actually listened to k and was inspired by 3 Doors Down or Sugerland is still up for debate.
