AT&T teams up with top social influencers and Fullscreen to launch AT&T Hello Lab. Hello Lab is aimed at helping social stars create content for their respective channels including; video series, albums, podcasts and live events.
AT&T Hello Lab is a yearlong project featuring 10 digital creators at the forefront of social media entertainment. Recent signings are YouTube Star Grace Helbig, travel explorers Damon and Jo, musicians Us The Duo, magician Collins Key, former NBA player turned Instagram comedian Brandon Armstrong, and Snapchat superstar Shaun McBride (AKA Shonduras) as ambassadors.
“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.
It is a complete partnership between AT&T and its ambassadors. AT&T Hello Lab will support the social stars to create their most innovative dream projects and allowing them to take advantage of the AT&T network. The social stars will use their phones as mobile production studios, the AT&T 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.
“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’s first programming launches with Damon and Jo’s Dare to Travel, a fan-driven travel series on YouTube. The travel duo engages their fans as co-creates on their journeys. The fans will participate using themed cards as game pieces to determine the next travel challenge for the pair and will connect via Snapchat, Instagram, YouTube and Twitter. Episodes will broadcast 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 previously joined together in creating @SummerBreak, an unscripted YouTube based reality series entering into its fourth season. @SummerBreak has achieved over 150 million views and 2.9 billion impressions. Their second show is the award-winning SnapperHero, influencer-driven scripted superhero series on Snapchat with 186,000 followers.
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