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.
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:
- Branded content was a staple of commercial radio, particularly in the US during the early 20th century, it is why we call the likes of Coronation Street and Eastenders ‘soap operas’
- The multi-channel storytelling across video, applications and third party websites harks back at least as far as 2001 when Electronic Arts released Majestic. It was released at a bad time with 9/11 and then a diminished demand once they started it up again killed it for good. Canadian TV show ReGenesis used a mix of interactive web content to bring the audience into the story as a protagonist for the four seasons that it ran