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Web Film
AT&T: Daybreak
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Daybreak is an original immersive entertainment experience presented by AT&T in association with BBDO and Tim Kring, to give people a new way to experience storytelling across multiple layers of media.
The Daybreak action-adventure drama, which debuted on May 31 at www.daybreak2012.com, is told through five online films, two websites and a smartphone app, each exploring different facets of an exciting and complex character journey. It began on TV with Touch, the Fox series created by Tim Kring and starring Kiefer Sutherland, when a mysterious object called a dodecahedron was introduced in the final three episodes of the show. The dodecahedron is a “central character” in Daybreak. Teaser advertising that debuted in Touch invited fans of the series to continue following the dodecahedron on www.daybreak2012.com, where a new narrative unfolds around Ben Wilkins, a reluctant hero trapped at the center of a global conspiracy. Ben will use innovation and technologies from AT&T on his quest to return the dodecahedron to its rightful place. An underground group, called the Jack Boxers, assists Ben on his mission as he faces adversity from one of the world’s most powerful and corrupt families. Fans can support Ben by visiting www.daybreak2012.com and www.jackboxers.com and interacting with bonus storyline content, the Daybreak characters and other fans. They can also tap into these channels to dig even deeper into the Daybreak universe. In addition to www.daybreak2012.com, the series will also be posted on Hulu, YouTube, Fox.com, IGN.com, AT&T’s U-verse (video on demand), and various other AT&T properties. In sum, Daybreak is a first-of-its kind interactive experience that redefines the way Hollywood and brands can collaborate to engage fans. The AT&T network and technology, developed to drive human progress, are at the core of the Daybreak story. The series features the HTC One X device in addition to the AT&T Translator and AT&T WatsonSM speech recognition technology – two proprietary technologies. Daybreak also introduces an AT&T Lab prototype called Air Graffiti, which uses GPS to enable friends to leave messages about certain locations.
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