AT&T unveils transmedia experience Daybreak
by The One Centre
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10
July, 2012
10th July 2012
As science fiction legend Arthur C. Clarke once wrote, 'any sufficiently advanced technology is indistinguishable from magic.'
Brought to you through various media and technologies, Daybreak is an interactive story about the magic of technology and its power to transform our lives and aid us in reaching our highest potential.
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Play video
So begins AT&T’s transmedia storytelling project Daybreak. This immersive entertainment experience runs across multiple layers of media, with online films, websites and a smartphone app.
The series began on TV with ‘Touch’ a drama series starring Kiether Sutherland. The link to the transmedia experience was revealed in the final three episodes of the series through the introduction of a “mysterious dodecahedron”, which is the focus of the Daybreak experience.
The campaign kicked off with teaser advertising during Touch, which invited viewers to follow the dodecahedron online where fans could interact with the experience and bonus content.
Daybreak follows a new narrative, which unfolds around reluctant hero Ben Wilkins, who is trapped at the center of a global conspiracy. The experience sees Ben use AT&T innovation and technologies to aid his quest to return the dodecahedron to its rightful place. Ben is also helped by an undergroup group, called the Jack Boxers, this is the mechanism that enables users to get involved and interact with the storyline, characters and other fans.
Daybreak plays out over two dedicated web sites, mobile apps and social media. Viewers can choose to watch the five 10-15 minute videos online as a linear series or get involved interact with content, download the apps, play games and gain access to additional content and expand the experience.
The immersive experience is the latest phase of AT&T’s Rethink Possible platform, and Daybreak aims to highlight the telecommunication giant’s 4G network and product innovations.
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Verdict
In Daybreak AT&T, has created a truly transmedia experience. The project integrates the storytelling of a webisode with the interaction of a mobile game and blurs the line between viewer and participant.
By integrating multiple platforms the experience transforms over time enveloping the audience into the content creating an interactive and immersive experience which repositions viewers as participants, by making them members of the Jack Boxers organization. Through the sites, apps and social media, Viewers can use technology to solve puzzles and fight their adversaries.
The link is Tim Kring, who created Touch and Daybreak (he also created Heroes) thus ensuring the dramatic integrity of the web series. Kring has done a good job of weaving the AT&T products and technologies into the program.
“I have a real passion for multi-platform storytelling that allows the audience to interact with the narrative, so utilizing the brand was a natural process from the beginning,” he told FastCo.Create.”The technologies and applications we’ve incorporated into the narrative actually helped tell a story that’s more dynamic.”
It’s a testimony to the role that technology and our mobile phones play in our daily lives that this works so well. Ten years ago this concept would have been laughable, but it is credible and interesting.
The viewers understand that AT&T are behind it, but it doesn’t take anything away from the entertainment experience, in fact it adds to it. The technologies are cool and the products are showcased in a relevant and useful way within the webisodes, the viewers are encouraged to dig deeper and then rewarded for it with extra content and entertainment and a chance to be part of something bigger.
Daybreak follows hot on the heels of Inside, the social film experience created by Intel, Toshiba and Pereira & O’Dell. Both Daybreak and Inside have expertly blurred the lines between viewer and participant to create immersive experiences for audiences. It’s no surprise that this works. Consumers want more for free and this series provides them with more entertainment as well as an opportunity to be part of something.
Strategically it’s strong, to say the least. Rather than working with an agency and a production company to create a vehicle to push its products and brand, AT&T have worked with a storyteller, Kring, to inspire a series where its products naturally exist.
Review
The result is authenticity and a compelling drama series packed with cliff hangers to keep consumers wanting more. Even if the series itself is not your cup of tea, this is an impressive and slick production and an exceptional campaign from AT&T.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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