Ged Carroll

Daybreak

Published: (Updated: ) in ideas | 想法 | 생각 | 考える, media | 媒體 | 미디어 | メディア, online | 線上 | 온라인으로 | オンライン by .

Reading Time: 2 minutes

Daybreak is an interesting piece of branded content that was put together by BBDO for US mobile operator AT&T to promote their new smartphone range and network services over the summer.
Daybreak's Jack Box app
A clever use of web episodes, a plot that weaves in science and new age theories and an application that tries to involve the audience in the storyline. It was a smart way of engaging with a young gadget buying demographic.

It harks back to two earlier parts of media history: