A New Day for Brand Marketing

two many a long time ago, once we established Rethink Potential as our brand plan, it was eventually as a result of we knew AT&T experienced a valuable tale to inform. And our tale is concerning innovation for human progress.

Nowadays, I'm proud and excited to introduce one to subsequent phase of Rethink Potential : Daybreak. This new promoting initiative was impressed from the concepts and commitment the individuals of AT&T demonstrate daily in driving innovation and striving in order to make Rethink Potential a reality, not simply a tagline.

Daybreak is an original drama series we developed along with Heroes and Bit creator Tim Kring to provide our customers a brand new method to expertise our brand and innovation tale across multiple layers of media. Tim Kring is credited along with bringing the idea of “transmedia” to Hollywood along with his cross-platform entertainment. He's additionally known for their exploration of themes like inter-connectivity and international consciousness created potential through technologies. When visiting AT&T Labs, he was convinced which our technologies might assist him lead the longer term of storytelling, and Daybreak is an item of the.

Our new AT&T drama Daybreak unfolds through 5 roughly 10-minute on-line films, web sites and also a smartphone app, every exploring totally different facets of the complicated character journey. The journey debuts on Thursday, May 31, on www. daybreak2012. com. Fans in our show also can tap into other channels (www. jackboxers. com) to dig even deeper straight into the Daybreak universe.

The journey begins on Bit, the FOX TV series additionally created by Tim Kring and starring Kiefer Sutherland. A mysterious object referred to as a dodecahedron is introduced throughout the last 3 episodes, as well as the Bit finale airing on May 31 from 8-10 p. m. ET/PT on FOX. This object can turn into a “central character” in Daybreak, and FOX and AT&T also will cross-promote Daybreak and Bit on every other’s sites and other media/content material assets.

Joining fans of Bit, you are able to follow the dodecahedron onto Daybreak, exactly in which our tale unfolds about a reluctant hero, Ben Wilkins, who becomes trapped in the middle of a worldwide conspiracy. Ben can use AT&T technologies on his quest to return the dodecahedron to its rightful place in an effort to alter the planet to the better… or unwittingly aid in its destruction. As Ben faces adversity from perhaps one of the world’s most strong and corrupt families, an underground cluster known as Jack Boxers involves his aid.

You are able to play a neighborhood in Ben’s mission on www. daybreak2012. com and www. jackboxers. com by viewing bonus content material and interacting using the Daybreak storyline, characters and other fans. Soon, a Jack Boxer app will certainly be available to assist you assistance Ben on his mission.

Using this immersive approach, we hope to unlock a brand new method during which Hollywood and brands can collaborate to interact individuals and to provide them a distinctive interactive expertise. In the end, Rethink Potential wants to outline not solely what it is that we say, however how we say it.