AT&T
SUMMER BREAK - THE FIRST SOCIAL & MOBILE REALITY SHOW
To win young consumers' attention, loyalty and wallets, AT&T wanted to explore new opportunities to reach this audience in spaces where traditional, explicit ads did not perform well.
THE CHALLENGE
As younger audiences continued to move away from traditional media and media consumption, AT&T was looking for innovative ways to reach these customers on new and emerging platform through more social content that could drive organic engagement and increase positive sentiment around the brand.
THE STRATEGY
Seeing the success of reality TV shows like The Hills and Laguana Beach, we set out to capitalize on the West Coast reality TV trend and in the Summer of 2013, through a partnership between AT&T and Fullscreen we created the first reality TV show series primarily shot and distributed on mobile.
The show could also be watched on YouTube and users had the ability to engage with the cast directly via social media channels. We developed 52 episodes in total along with short-form social content across Tumblr, YouTube, Instagram and Twitter.
The show focused on 8 teenagers that lived in LA and their summer adventures before they left for college and AT&T devices and services were featured through product placement and overt endorsement.
the outcome
The results exceeded all expectations, racking up 15 million views on YouTube and 10 million social engagements over the course of the campaign. Summer Break also helped demonstrate that a data-driven, interactive approach to storytelling could reach younger audiences and drive engagement.
