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.”

Related Stories

Chris Hardwick shut down at AMC after allegations

Chris Hardwick shut down at AMC after allegations

AMC has pulled Chris Hardwick’s Talking With Chris Hardwick series just a day before its season 2 premiere, following accusations of abuse, sexual assault and industry blacklisting by a former girlfriend of Hardwick’s. Actress, model and producer of the web series Just Cos Chloe Dykstra had written a post Friday on Medium discussing the incidents; […]

Chris Hardwick shut down at AMC after allegations

AMC has pulled Chris Hardwick’s Talking With Chris Hardwick series just a day before its season 2 premiere, following accusations of abuse, sexual assault and industry blacklisting by a former girlfriend of Hardwick’s. Actress, model and producer of the web series Just Cos Chloe Dykstra had written a post Friday on Medium discussing the incidents; […]

Star Trek: Discovery reveals a new showrunner

Star Trek: Discovery reveals a new showrunner

Star Trek: Discovery showrunners have exited the show, the second showrunner shift in the series since Bryan Fuller left the CBS All Access series in 2016. Executive producer Alex Kurtzman is taking over as showrunner for season 2.

World Cup numbers roll in

World Cup numbers (Facebook)

While the lack of a US team has clearly left a mark on FIFA World Cup viewership, the battle between Argentina and Iceland on Saturday still handed FOX Sports with an average of 2,973,000 viewers on the FOX broadcast network according to Nielsen, ranking as the most-watched game of the tournament for FOX and FS1, […]

Le Mans does esports

Le Mans does esports (Facebook)

Legendary motor race, the 24 Hours of Le Mans and its organizer the Automobile Club de l’Ouest formed a joint venture dedicated to esports with Motorsport Network for the Le Mans esports series. The online series will be launched online on August 18 to coincide with the FIA World Endurance Championship round at Silverstone with […]

CynCity

Cynsiders

Instagram