L.A. Kids Embark on the Summer of Their Lives as @SummerBreak Kicks Off June
FIRST-OF-ITS-KIND, ALL-ACCESS, UNSCRIPTED SOCIAL MEDIA EXPERIENCE UNFOLDS IN
REAL-TIME FROM AT&T, BBDO AND THE CHERNIN GROUP
LOS ANGELES, June 11, 2013
LOS ANGELES, June 11, 2013 /PRNewswire/ --Beginning June 17, the next wave in
entertainment puts you right in the middle of the action as a group of SoCal
teenagers heat up social media with @SummerBreak, a first-of-its-kind,
unscripted mobile series that can be experienced virtually anytime, almost
anywhere from AT&T*, BBDO and The Chernin Group.
As they explode out of high school for one, final, life-changing summer
together, the teens will share their experiences in real-time on Twitter,
Tumblr, Instagram and YouTube ̶ telling their stories, their way. Followed for
the summer by the production crew, the @SummerBreak Twitter handle will be the
hub of the show, re-tweeting the most exciting content, and releasing the
daily and weekly episodes, allowing followers to get to know these kids
intimately over a summer when anything can happen.
"@SummerBreak brings mobile technology and entertainment together in a way
that's really unprecedented," said David Christopher, Chief Marketing Officer,
AT&T Mobility. "Our goal here, as always, is to provide unique experiences for
our customers by engaging with them in an innovative way."
There are no scripts here, no TV networks. Unlike traditional series filmed
months before airing, @SummerBreak will be released in real-time, immersing
followers in the drama as it unfolds, offering an unprecedented connection to
the characters and the story.
"Today's kids are master storytellers, crafting and sharing their own
realities through social media," said producer Billy Parks, who also serves as
EVP of Production and Programming at Chernin Digital. "On Twitter, they let us
know how they see the world. On Instagram, they frame their lives. On Tumblr,
they collect images that tell us who they are. On YouTube, they're filmmakers.
We're creating a new kind of experience that amplifies the stories these kids
are already telling—in their own voices. We'll put those stories out there, in
real-time, and let the fans and the followers be the editors."
"From day one, we couldn't imagine better collaborators than AT&T and BBDO,"
continued Parks. "They are consistently pushing boundaries with the technology
that defines this generation."
"As with any successful collaboration, each member brings something different
to the table," Christopher added. "The combination of AT&T's mobile technology
leadership, The Chernin Group's entertainment industry expertise and BBDO's
creative capabilities will help drive this project's success."
"As AT&T's creative agency, we're always looking for entertainment
opportunities that can demonstrate how the AT&T network delivers new
experiences for youth that reflect their mobile lifestyle," said Teddy Lynn,
EVP and Director of Content at BBDO New York. "Discussions between Chernin,
AT&T and BBDO led to a collaborative story idea that eventually turned into
this new reality experience."
Audiences everywhere are invited to follow the journey through the
@SummerBreak social feeds and the personal social media handles of the cast
with videos, tweets, confessionals, updates, and chats that roll out in sync
with the teens' daily lives. Experience the parties, beaches, road trips,
drama, summer romances and break-ups as they happen.
@SummerBreak is an invitation to experience a life-changing summer through the
perspectives of a group of dynamic, passionate LA kids whose problems, hopes
and dreams are familiar to everyone, everywhere.
Real life. Real kids. Real Time.
"This has never been done before," Parks said. "@SummerBreak removes that gap
between the characters and the audience, and lets these kids tell their own
stories. We have no idea what's going to happen this summer. But that's what's
To follow @SummerBreak:
Follow individual @SummerBreakers:
oAlex - @AyeDenn
oClara - @clarasilverrose
oConnor - @conbrah
oKostas - @kostas95
oLena - @LenaAnnalisa
oNia - @Niaiawia
oRay-Ray - @RAYRAYisRAW
oTrevis - @trevytrevv11
oZaq - @zaq_theman
*AT&T products and services are provided or offered by subsidiaries and
affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
AT&T Inc. (NYSE: T) is a premier communications holding company and one of the
most honored companies in the world. Its subsidiaries and affiliates – AT&T
operating companies – are the providers of AT&T services in the United States
and internationally. With a powerful array of network resources that includes
the nation's largest 4G network, AT&T is a leading provider of wireless,
Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile
Internet, AT&T also offers the best wireless coverage worldwide of any U.S.
carrier, offering the most wireless phones that work in the most countries.
It also offers advanced TV services under the AT&T U-verse^® and AT&T |
DIRECTV brands. The company's suite of IP-based business communications
services is one of the most advanced in the world.
Additional information about AT&T Inc. and the products and services provided
by AT&T subsidiaries and affiliates is available at http://www.att.com. This
AT&T news release and other announcements are available at
http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or
follow our news on Twitter at @ATT.
© 2013 AT&T Intellectual Property. All rights reserved. 4G not available
everywhere. AT&T, the AT&T logo and all other marks contained herein are
trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All
other marks contained herein are the property of their respective owners.
BBDO's mantra is "The Work. The Work. The Work." Every day, BBDO people in
289 offices in 81 countries work day by day, job by job and client by client
to create and deliver the world's most compelling commercial content. For
seven years in a row, BBDO has been the most creative agency network in the
world in The Gunn Report and for the past six years, BBDO has also been ranked
the most awarded agency network across all marketing communications in The
Directory Big Won. In addition, BBDO has been named Network of the Year at
Cannes five times and was named the world's most Effective Agency Network in
the inaugural Effie Effectiveness Index. BBDO has been chosen Agency of the
Year multiple times by the leading industry trade publications. BBDO is part
of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global
marketing and corporate communications company.
About The Chernin Group
The Chernin Group, LLC (TCG) is a privately held, independent media holding
company founded by Peter Chernin and based in Los Angeles, CA. TCG has built,
managed, operated, and invested in businesses in the media, entertainment, and
technology sectors around the world since 2010. TCG's assets include Chernin
Entertainment, which produces feature films and television programs; a
majority stake in Hong Kong-based CA Media, which builds, manages, and
operates media, entertainment, and technology businesses across Asia; and
several strategic investments in digital media companies including Pandora,
Fullscreen, Base79, MiTu, Tumblr, Flipboard and Scopely. Providence Equity
Partners LLC; Qatar Holding LLC; Victor Koo (founder and CEO of Youku) and
Chengwei Capital; and other shareholders are strategic partners of and
investors in TCG.
SOURCE AT&T Inc.
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