AT&T's @SummerBreak Returns June 21st
@SummerBreak, the real-time social media reality show, will return on June 21, 2015 for a third season. Social media at its core, @SummerBreak is the new model of youth entertainment created for the mobile-centric, socially-connected Millennial and Gen Z. @SummerBreak is sponsored by AT&T, and produced by The Chernin Group, along with Fullscreen and Astronauts Wanted.
Following a group of Los Angeles teenagers during the best summer of their lives, the series looks like television, but doesn’t behave like television because it employs strategic, platform-specific engagement as fans and featured talent directly interact. With a production team following their every move this summer, the teens’ experiences will be shared the same way they are in real life: on Snapchat, Twitter, Tumblr, Instagram, YouTube, Periscope, We Heart It and Facebook.
"When we started @SummerBreak with the Chernin Group, it was admittedly a big experiment, but we’ve reached millions of young Millennials and Generation Z in the first two years. Our success has really hinged on the ability to reach these young customers authentically and on their terms," said David Christopher, chief marketing officer, AT&T Mobility.
Read the full release.