Daybreak is a transmedia entertainment campaign for AT&T’s “Rethink Possible” platform that highlights its 4G network and product innovations. AT&T wanted to bring consumers an entertaining and engaging story about the wonder and magic of technology.

Its story was broken into a five chapter online drama series, which would be represented and supported across two dedicated sites, an Android App, and an iPhone App.

Addressing all of these touchpoints allows Daybreak to create something that is more than a campaign. It becomes a new way of telling stories for a brand, and a whole new business model that not only changes perception but also creates opportunities to build more personal relationships between the brand and its audience.