LOS ANGELES, March 15, 2017 /PRNewswire/ -- Today
AT&T* launches the second year of AT&T Hello Lab. It's a
groundbreaking collection of original entertainment created by, for
and with Millennial and Gen Z audiences on social media. Fans not
only engage directly with their favorite creators; they also
participate in driving stories forward.
AT&T Hello Lab advances the art of storytelling through
social media platforms. The program continues to redefine the
narrative process through fan collaboration. This year will feature
2 new projects as well as 2 returning series.
To reach a broader audience, we will make the shows available on
demand on DIRECTV NOW, AT&T's new rules free way to stream live
TV, in addition to social and online video platforms.
The highly successful first year of AT&T Hello Lab featured
10 series across social media, all fueled by fans and 2-way
interaction. The program garnered 117 million views, 832 million
impressions and 30 million fan engagements.
In collaboration with Fullscreen Media's Strategic Content
Group, year 2 of AT&T Hello Lab focuses on 4 large-scale
projects. These projects will be produced and distributed later
this year:
- Rooster Teeth's "Schooled" returns for a second season on
March 15. The video game competition
puts kids up against professional gamers. Look for a twist this
year on the Achievement Hunter YouTube page.
- "@SummerBreak" also returns this year for a fifth season,
now officially part of the AT&T Hello Lab program. The show
follows a group of California
teens throughout the summer. It has built a community of more than
700,000 followers, contributing to the franchise's 492 million
lifetime views.
- "Lost Letters," debuting fall 2017, is a fan-driven
scripted narrative. It plays out across several popular YouTube
channels, like last year's successful interactive YA series "The
Disappearing Girl" with Collins Key, which garnered 31.1 million
views.
- AT&T Hello Lab will also debut a mentorship program. It
pairs emerging talent of underrepresented communities with
entertainment industry veterans. The mentor teams create films that
we will release on DIRECTV NOW and other platforms.
"AT&T Hello Lab engages younger audiences who expect a
personal relationship with their media, and who are typically not
reached through traditional TV or online advertising," says
Valerie Vargas, vice president of
Advertising & Marketing Communications at AT&T. "AT&T
Hello Lab lets the audience connect with their favorite creators,
drive story lines forward and access content through multiple touch
points."
AT&T Hello Lab focuses on new forms of entertainment that
give fans a stake in co-creation. This co-creation emphasizes
audience listening, cultural trends, and fan behavior insights, as
well as more traditional social tactics for engaging the audience.
All Hello Lab programming aims to bring the audience closer to the
content, and the content closer to youth audiences.
"By making a longer-term strategic commitment to original
entertainment, AT&T drives greater collaboration with the
creator community and enables us to stay at the forefront of
audience trends," said Bryan
Thoensen, senior vice president, Fullscreen Media's
Strategic Content Group. "This year we'll put a new spin on fan
favorites like Schooled and @SummerBreak, while also
welcoming in a new class of creators to connect with audiences by
breaking new ground in storytelling."
Learn more at @ATTHelloLab.
*AT&T products and services are provided or offered by
subsidiaries and affiliates of AT&T Inc. under the AT&T
brand and not by AT&T Inc.
About AT&T
AT&T Inc. (NYSE:T) helps
millions around the globe connect with leading entertainment,
business, mobile and high speed internet services. We offer the
nation's best data network* and the best global coverage of any
U.S. wireless provider.** We're one of the world's largest
providers of pay TV. We have TV customers in the U.S. and 11 Latin
American countries. Nearly 3.5 million companies, from small to
large businesses around the globe, turn to AT&T for our highly
secure smart solutions.
Additional information about AT&T products and services is
available at about.att.com. Follow our news on Twitter at @ATT, on
Facebook at facebook.com/att and YouTube at youtube.com/att.
© 2017 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.
*Claim based on the Nielsen Certified Data Network
Score. Score includes data reported by wireless consumers in the
Nielsen Mobile Insights survey, network measurements from Nielsen
Mobile Performance and Nielsen Drive Test Benchmarks for Q3+Q4 2016
across 121 markets.
**Global coverage claim based on offering discounted
voice and data roaming; LTE roaming; and voice roaming 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 Brandworks
Fullscreen Brandworks partners with major brands to tap
into the power of social media with original entertainment,
influencer marketing, multi-platform social content and targeted
media through the Fullscreen media network. Fullscreen Media's
Strategic Content Group (SCG), a group within Fullscreen
Brandworks, creates friendship-fueled entertainment franchises that
are scalable, immersive and measurable for partners seeking lasting
connections with their audiences. Helmed by Bryan Thoensen, SCG has brought to market
AT&T's SnapperHero, the first-ever episodic show built
exclusively for Snapchat, which was shortlisted at Cannes and won a Streamy Award; @SummerBreak,
an unscripted, award-winning YouTube franchise; and AT&T Hello
Lab, a multi-year commitment at the forefront of mobile
entertainment.
Fullscreen Media
Fullscreen Media is a global leader
in social-first entertainment experiences serving creators, brands
and consumers. Fullscreen Media is comprised of three key
businesses. Fullscreen Creator Network is the biggest
network empowering creators through a variety of services,
from audience development and programming support to
management, content production and merchandising.
Fullscreen Entertainment reaches consumers through
creator-driven experiences from Fullscreen Live, original content
from Fullscreen Productions and the pioneering Rooster Teeth
studio, and subscription video on demand services "Fullscreen" and
"Rooster Teeth."
Fullscreen Media was founded in 2011 by CEO George Strompolos and is majority owned by Otter
Media, a joint venture between AT&T and The Chernin Group. For
more information, visit FullscreenMedia.co.
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SOURCE AT&T Inc.