AT&T partners with Fullscreen on “Hello Lab” digital influencer project

AT&T has partnered with Fullscreen’s Strategic Content Group to launch AT&T Hello Lab, a sprawling new project. (Fullscreen, a multi-channel media company, is owned by a joint venture of AT&T and The Chernin Group.) A year-long initiative, Hello Lab will involve 10 different content creators as they develop project ideas and distribute content. (For an example of that content, skip on down to the Digital Spotlight section.) The project will heavily focus on mobile and social media. AT&T has signed up numerous digital influencers for Hello Lab, including YouTube stars Grace Helbig, Damon and Jo, and magician Collins Key. So what drove the decision to engage in such an expansive effort? “AT&T Hello Lab extends across multiple platforms because AT&T had the foresight early on to understand inherently how important these social communities are,” said Billy Parks, SVP of Fullscreen Strategic Content Group, in an email to Cynopsis Digital. “AT&T’s relationship to the creator community and its commitment to continue to engage in a manner that is authentic and additive overall explains why the scope is wide-ranging and involves multiple influencers.” “So few brands understand the delicate balance between making brand impact and entertaining audiences,” added Bryan Thoensen, Fullscreen Strategic Content Group’s other SVP, in another email to Cynopsis Digital. “With AT&T Hello Lab, we’ll see those two worlds converge like never before, and AT&T is taking a dramatically different approach to co-creation that’s a breath of fresh air for the industry.”

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