AT&T Launches Unprecedented Year-Long Program with Ten Influencers to Create Entertainment Series, Podcasts, Meet-Ups and Exclusive Experiences
Grace Helbig, Damon and Jo, Us The Duo, Collins Key, Brandon Armstrong and Shonduras On Board as Ambassadors
AT&T announced today the launch of AT&T Hello Lab℠, a yearlong 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, YouTubebased 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.
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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 measureable 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.