AT&T Vying For Youth Attention By Sponsoring Social Influencers

What Happened
Last week, AT&T launched Hello Lab in a bid to win over young audiences. Working with media company Fullscreen, Hello Lab is a year-long project where the telecom company will sponsor ten social influencers with established followings to create a variety of content to reach young audiences on digital platforms such as YouTube and Snapchat. The content, which AT&T described as “cross-platform programming and live experiences,” will include videos, social challenges, podcasts, and live meet-ups to be distributed across social platforms. Their goal is to create a range of branded content marketing that associates AT&T with this kind of youth-oriented content.

What Brands Need To Do
For marketers, partnering with social influencers to develop branded content that can reach their massive audiences of teens and young adults that are harder to reach via traditional forms of advertising, such as linear TV ads. As media consumption continues to shift from traditional media to digital outlets, especially in the younger demographics, brands will need to follow the audience and reach them on their preferred platforms via branded content or sponsorships.

For more information on how brands can reach viewers on digital platforms with branded content, check out the Appified TV section in our Outlook 2016.


Source: Marketing Land