AT&T's aims for its @SummerBreak initiative, which debuted on June 23, have been transparent: The telecom wants to continue the millennial marketing drive it touted at South by Southwest months ago.
So the brand has been all over YouTube, Twitter, Instagram, Tumblr, Vine and, of course, Snapchat. For the latter, in particular, AT&T has quickly garnered 44,500 followers without any paid media while organically pushing its SummerBreakSnap element. That's pretty good for having zero presence on the mobile-social app two months ago.
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