How AT&T Benefited From Getting Out of the Way of Content Creators

AT&T's Hello Lab boosts brand awareness

AT&T has very sneakily, and very keenly, become a brand beloved by those vexing and hard to reach millennials.

AT&T's Hello Lab was announced this year and partnered with its Fullscreen Media to create original and thoroughly specialized series with top social influencers, working with them to create projects and series they'd been dying to do but hadn't been able to yet.

There's the YouTube travel series with Damon and Jo, who ask their fans to dare them to have unknown experiences in different cities.

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