For a second year, AT&T has kicked off Hello Lab, a slate of original content created for millennial and Gen Z viewers, in a partnership with Fullscreen Media’s Strategic Content Group. This year, in addition to social media distribution which garnered over 117 million views last year, the content will also be available on Directv Now.
“AT&T Hello Lab engages younger audiences who expect a personal relationship with their media, and who are typically not reached through traditional TV or online advertising,” said Valerie Vargas, vice president of advertising and marketing communications at AT&T, in a statement. “AT&T Hello Lab lets the audience connect with their favorite creators, drive story lines forward and access content through multiple touch points.”
As far as content, Rooster Teeth’s Schooled returned for a second season, premiering on March 15. @SummerBreak — which follows a group of California teens throughout the summer — will return for a fifth season, and is now officially part of the AT&T Hello Lab program.“Lost Letters will debut in fall 2017, and will be a fan-driven scripted narrative.
“By making a longer-term strategic commitment to original entertainment, AT&T drives greater collaboration with the creator community and enables us to stay at the forefront of audience trends,” said Bryan Thoensen, senior vice president, Fullscreen Media’s Strategic Content Group, in a statement. “This year we’ll put a new spin on fan favorites like Schooled and @SummerBreak, while also welcoming in a new class of creators to connect with audiences by breaking new ground in storytelling.”
Additionally, AT&T Hello Lab will also debut a mentorship program this year by pairing emerging talent of underrepresented communities with entertainment industry veterans to create films that will be released on Directv Now and other platforms.
In its pilot year, AT&T created Hello Lab to showcase 10 internet stars who starred in five shows including YouTubers Grace Helbig, Damon and Jo, and Collins Key along with Instagram comedian Brandon Armstrong and Snapchat star Shaun McBride.
Three months after the initial premiere, AT&T said at VidCon that Hello Lab had already resulted in brand lift.
“After engaging with Hello Lab content, young millennial and Gen Z audiences are significantly more likely to name AT&T first for top-of-mind brand awareness, and their perceptions of AT&T as a leader in innovation as well as a brand that they are proud to use, are notably higher,” said Liz Nixon, director, emerging and social media marketing, AT&T Mobility.