It’s not hard to figure out why mobile providers are keen to give customers exclusive original content to watch on their phones. Not only do mobile views generate ad revenue for the telcos, they also have the potential to drive up data charges.
While Verizon is concentrating on TV-esque productions with its mobile-first entertainment platform Go90, AT&T (which is also offering streaming from recently-acquired DirecTV) is taking a more native approach with its AT&T Hello Lab, a yearlong content initiative featuring 10 high profile digital influencers — including YouTube star Grace Helbig, musicians Us The Duo, magician Collins Key, and former professional basketball player turned Instagram comedian Brandon Armstrong — who will use their phones as mobile production studios, then broadcast their stories across various digital platforms.
Today, AT&T Hello Lab premiered its second series “Make My Monday,” which can be viewed on the Snapchat channel of star Shaun McBride (a.k.a. Shonduras). Every Monday morning, McBride will invite fans to send him snaps asking him to take on extreme challenges, from skydiving and bungee jumping to taking a bath in cereal.
On Monday’s inaugural installment, the challenges McBride acted out included recreating a photo of himself as a kid, racing a friend on an escalator, having lunch with strangers and doing a figure (roller) skating routine with a friend.
“I love to do creative stuff on Snapchat, but I have never loaded so much creative craziness into one day like this before,” McBride told VideoInk. “These Monday’s will be crazy!”
The AT&T Hello Lab platform launched last month with “Dare to Travel,” a weekly travel series hosted by Damon Dominique and Jo Franco. The series streams on their Damon & Jo YouTube channel (235K subscribers, 14M views), where the audience can use themed cards as game pieces to determine the next travel challenge for the pair.
Over the course of the year, AT&T Hello Lab will roll out more series, along with live experiences, albums, giveaways and podcasts, supported by 360-degree marketing campaigns co-created with the influencers.