AT&T on Thursday launched a new mobile content creation project dubbed the Hello Lab it said will connect internet influencers to their increasingly on-the-go communities.
AT&T said Hello Lab will feature YouTube stars and social media titans who will use their phones as “mobile production studios” and broadcast their stories using the AT&T network. Hello Lab will include a combination of series, live experience, albums, giveaways, podcasts and other content, AT&T said.
The project, which is being launched in collaboration with Fullscreen’s Strategic Content Group, will be supported by a full-scale marketing campaign co-created with the featured stars, the carrier said.
“We’re innovating with this new generation of creators because it’s a great way to connect what we do with an incredible new form of storytelling,” said AT&T Mobility CMO David Christopher. “This digital generation’s creativity, empowered by wireless networks and smartphones, is changing the way we create and consume entertainment for the better.”
AT&T said Thursday its has already signed video star Grace Helbig, travel-duo Damon and Jo, musicians Us The Duo, magician Collins Key, former professional basketball player and Instagram comedian Brandon Armstrong and Snapchat star Shaun McBride. The carrier said more hosts will be added to the lineup by the end of the year, for a total of 10 ambassadors over the course of the project.
Unlike Verizon’s go90, which hosts original content from YouTube sensations on its own mobile video platform, the Hello Labs content will be accessible directly through YouTube with interactive exchanges with the hosts available through Snapchat, Instagram and Twitter.
