AT&T Launches Digital Influencer Program With Grace Helbig, Shonduras

Grace Helbig - H 2015
AP Images/Invision

Grace Helbig - H 2015

AT&T's Hello Lab is working with Fullscreen on the yearlong project.

AT&T wants to tap into the mobile and social power of online influencers through a new content program. 

The telecom giant on Thursday announced the launch of Hello Lab, a yearlong project where it will work with 10 digital creators on new content. YouTube comedian Grace Helbig, travel duo Damon and Jo, Vine musicians Us The Duo and Snapchat star Shaun McBride, aka Shonduras, are among the influencers already signed up as ambassadors for the program. 

"The great thing about this program is that AT&T is really taking the time to figure out what is important to us and our community, then finding ways to let us explore those creative ideas," said Helbig

For Hello Lab, AT&T has teamed up with Fullscreen's strategic content group to identify the projects — including video series, live experiences, albums and podcasts — that will help creators connect more deeply with their fans.

Damon and Jo, for example, have launched a weekly fan-driven travel series, Dare to Travel, on their YouTube channel. The series includes interactive challenges on Snapchat, Instagram, YouTube and Twitter that will bring fans into the story. 

These projects will be powered by the AT&T network and will live across the creator's social channels. Hello Lab also will be supported by a 360-degree marketing campaign co-created with the influencers. 

"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 CMO David Christopher. "This digital generation's creativity, empowered by wireless networks and smartphones, is already changing the way we create and consume entertainment for the better." 

Added Fullscreen CEO George Strompolos: "With Hello Lab, AT&T is taking a longer-term, collaborative approach to content creation and marketing that adds value to both the creator and the fan. This is how it should be done." 

Hello Lab also is working with magician Collins Key and Instagram comedian Brandon Armstrong. Additional creators will be added to the program to reach a total of 10 creators. 

Fullscreen, which is owned by AT&T and The Chernin Group joint venture Otter Media, has worked with AT&T on a number of projects since 2012 including unscripted YouTube series @SummerBreak and Snapchat series SnapperHero