AT&T's @Summerbreak

Branding and promotion for the world's first social-media first reality show

A single summer,
unfolding over multiple platforms.

The story came to life across YouTube, Tumblr, Snapchat, Twitter, Instagram, Vine, Periscope, Facebook, WeHeartIt, and across the cast's Twitter and Instagram accounts.

The show and its promotion centered the human and tech connectivity enabled by AT&T with a confident, social-first tone that advanced AT&T's positioning goals at the time.

WINNER: Shorty Award for Best Online Community

FINALIST: Shorty Award for Best Multi-Platform Campaign

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