DALLAS and LOS ANGELES, Feb. 11,
2016 /PRNewswire/ -- AT&T announced today the launch
of AT&T Hello Lab℠, a year-long project featuring 10 digital
creators at the forefront of mobile entertainment. AT&T Hello
Lab marks an evolution of community-driven content from AT&T,
moving toward an unprecedented, long-term commitment to co-creation
in the influencer space. In collaboration with Fullscreen's
Strategic Content Group, AT&T Hello Lab will connect internet
mega-influencers to their communities through innovative content
series, live experiences, albums, giveaways, podcasts and more.
From YouTube superstars and social media sensations to rising
talent innovating on new platforms, AT&T Hello Lab brings
together creators who are passionate about connecting with their
fans in deeper, more meaningful ways. The AT&T network
will power AT&T Hello Lab's immersive mix of cross platform
programming and live experiences which will live across
influencers' respective channels and will be designed to uniquely
engage their audiences.
To date, AT&T Hello Lab has signed video star Grace Helbig, up-and-coming travel tandem
Damon and Jo, musicians Us The
Duo, magician Collins Key, former professional basketball player
turned Instagram comedian Brandon
Armstrong, and Snapchat superstar Shaun McBride (AKA Shonduras) to this ambitious
year-long initiative as ambassadors. More ambassadors will be added
during the course of the project, resulting in ten influencers by
the end of the year.
"The great thing about this program is that AT&T is really
taking the time to figure out what is important to us and our
community then finding ways to let us explore those creative ideas.
They're putting faith into a girl that talks to a camera alone in
sweatpants. They get it," said Grace
Helbig.
A true collaboration between AT&T and its ambassadors,
AT&T Hello Lab will enable this new generation of talent to
create their most innovative dream projects with a cadenced release
schedule throughout the year offering multiple touchpoints for
consumers. Taking advantage of the AT&T network, AT&T Hello
Lab ambassadors will use their phones as mobile production studios,
the network to broadcast their stories, and social media to connect
them all. In addition, AT&T Hello Lab will be supported by a
bold 360-degree marketing campaign co-created with the
influencers.
"We're innovating with this new generation of creators because
it's a great way to connect what we do with an incredible new form
of storytelling," said David
Christopher, Chief Marketing Officer, AT&T Mobility.
"This digital generation's creativity, empowered by wireless
networks and smartphones, is changing the way we create and consume
entertainment for the better."
"Today's generation of digital-first creators form extremely
powerful connections to their legions of fans. Marketers need to
respect and enhance that connection in order to make an impact with
their brand message," said George
Strompolos, CEO and Founder of Fullscreen. "With Hello Lab,
AT&T is taking a longer-term, collaborative approach to content
creation and marketing that adds value to both the creator and the
fan. This is how it should be done."
AT&T Hello Lab launches today with Damon and Jo's Dare to Travel, a
fan-driven travel series on YouTube where the audience co-creates
and participates using themed cards as game pieces to determine the
next travel challenge for the pair. Damon and Jo will connect with people and
places more intimately than ever before, bringing the audience into
the story through interactive challenges on Snapchat, Instagram,
YouTube and Twitter. New episodes will appear weekly on their
YouTube channel.
"We're just so honored to be part of such an innovative program.
Ever since they selected us, our lives have been in hyper-speed. We
keep pinching ourselves to make sure we aren't just in a really
prolonged daydream," said Jo Franco,
of Damon and Jo.
AT&T and Fullscreen have been collaborating since 2012,
pioneering new approaches to original programming, influencer
marketing and social storytelling. Their first project,
@SummerBreak, an unscripted, YouTube-based reality series now in
its third season, has driven over 150M views and 2.9B impressions,
and the award-winning SnapperHero, a first of its kind,
influencer-driven scripted superhero series on Snapchat.
Watch AT&T Hello Lab at @ATTHelloLab
Follow @ATTHelloLab across Instagram, Snapchat, Twitter,
Tumblr and YouTube.
Follow Damon and Jo's Dare to
Travel at https://www.youtube.com/DamonAndJo/ and on
Instagram, Snapchat and Twitter at @DamonandJo.
About AT&T
AT&T Inc. (NYSE:T) helps millions
around the globe connect with leading entertainment, mobile, high
speed Internet and voice services. We're the world's largest
provider of pay TV. We have TV customers in the U.S. and 11 Latin
American countries. We offer the best global coverage of any U.S.
wireless provider*. And we help businesses worldwide serve their
customers better with our mobility and highly secure cloud
solutions.
Additional information about AT&T products and services is
available at http://about.att.com. Follow our news on Twitter at
@ATT, on Facebook at http://www.facebook.com/att and YouTube at
http://www.youtube.com/att.
© 2016 AT&T Intellectual Property. All rights reserved.
AT&T, the Globe logo and other marks are trademarks and service
marks of AT&T Intellectual Property and/or AT&T affiliated
companies. All other marks contained herein are the property of
their respective owners.
*Global coverage claim based on offering discounted voice and
data roaming; LTE roaming; voice roaming; and world-capable
smartphone and tablets in more countries than any other U.S. based
carrier. International service required. Coverage not
available in all areas. Coverage may vary per country and be
limited/restricted in some countries.
About Fullscreen
Fullscreen is a global youth media
company that develops online creators and produces multi- platform
entertainment experiences. 600 million subscribers generate more
than 5 billion video views across Fullscreen's global network each
month. Fullscreen's network includes 75,000 creators, including
Grace Helbig, The Fine Bros.,
filmmaker Devin SuperTramp, Andrea
Russett and Jack and Jack. Visit www.fullscreen.com.
About Strategic Content Group
Fullscreen's Strategic
Content Group (SCG) creates friendship-fueled entertainment
franchises that are scalable, immersive, and measurable for
partners seeking lasting connections with their audience unbound to
any one message/time. Helmed by Billy
Parks and Bryan Thoensen, SCG
created SnapChat's first scripted seriesSnapper
Hero, which was shortlisted at Cannes and won a Streamy Award. Their
first project was @SummerBreak, an unscripted YouTube-based reality
series now in its third successful season.
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SOURCE AT&T Inc.