February 16, 2016
AT&T wants to become the leading mobile provider for today’s “connected generation.” The carrier announced it is partnering with Fullscreen to launch AT&T Hello Lab, a yearlong initiative to give 10 online influencers support to create new entertainment content — including podcasts, video series, meet-ups and albums — with a focus on mobile and social media. AT&T has already signed YouTube star Grace Helbig, travel duo Damon and Jo, Instagram comedian Brandon Armstrong, Snapchat star Shaun McBride, magician Collins Key and musicians Us The Duo.
According to AT&T, the Internet stars will “create their most innovative dream projects with a cadenced release schedule throughout the year offering multiple touch points for consumers.”
The “Hello Lab ambassadors” will produce “a variety of series, live experiences, albums, giveaways and podcasts,” reports Mashable. “The creators ‘will use their phones as mobile production studios, the network to broadcast their stories, and social media to connect them all.’ AT&T will also run a 360-degree marketing campaign, co-created with the influencers.”
AdAge notes that Fullscreen SVP Billy Parks “called the deal the biggest commitment Fullscreen has from a marketer. Advertisers often work on one branded content series or another piece of branded entertainment, but not 10 influencers over the course of a year.”
“We’re making sure it’s an extension of who the influencers are, and are really able to tell a great brand story,” he said. “AT&T is not dabbling, they are really making a commitment.”
Multi-channel media company Fullscreen is a joint venture of AT&T and The Chernin Group. AT&T and Fullscreen have been collaborating since 2012. Projects include the unscripted YouTube series “SummerBreak” (now in its fourth season) and Snapchat superhero series “SnapperHero.”
The new initiative follows Verizon’s push for its go90 mobile entertainment platform, launched in October. Verizon has struck deals with StyleHaul, DanceOn, AwesomenessTV’s Awestruck and Disney-owned Maker Studios.