In an effort to explore new marketing territory, AT&T is launching a mini-drama titled Daybreak to showcase its products and technology.
Throughout the course of five, 10-minute clips, viewers will follow protagonist Ben Wilkins as he becomes entangled in a global conspiracy against an underground crime group known as the “Jack Boxers,” all while wielding AT&T gadgets. Aside from the 10-minute shorts, fans can play an interactive role with the Daybreak storyline at www.daybreak2012.com or www.jackboxers.com. Daybreak applications for AT&T smartphones and tablets will be introduced shortly.
AT&T deserves kudos for trying to engage customers through new channels. Hopefully the clips will have a good balance between advertising AT&T products and actual storyline. The last thing anyone wants to sit through is a cheesy 10-minute commercial.
The first Daybreak clip will be available Thursday, May 31 at www.daybreak.com
Click here to watch the Daybreak trailer.