DAYBREAK FOR AT&T

American telecommunications giant AT&T has launched an action-packed campaign that merges advertising with TV drama.

Created by BBDO, New York and Tim Kring, “Daybreak” is an immersive drama experience designed to give people a multi-platform way to consume TV drama style storytelling and branded content.

The first episodes of the interactive drama debuted on Daybreak2012.com and will be shown through five online films, two websites and a smartphone app, each exploring different facets of protagonist Ben Wilkins’ – an easy going guy who unintentionally gets caught up in a conspiracy involving one of the world’s most powerful and corrupt families.

Daybreak began on television with Touch, the Fox series also created by Tim Kring (who was also responsible for dramas such as Heroes and Crossing Jordan) and starring Kiefer Sutherland, when a mysterious object called a dodecahedron was introduced in the final three episodes of the show. The object is the “central character” in Daybreak.

It has been directed by Jon Cassar, who also directed and produced the US drama “24” and produced by RSA Films, LA, so the production values haven’t been compromised. Five episodes, each about 10 minutes long, will be released altogether. The first was debuted after the Touch season finale. Teaser advertising which ran in Touch invited fans of the series to continue following the dodecahedron on Daybreak’s website.

Video: Watch the trailer for AT&T "Daybreak" by BBDO, New York.

In the branded content, AT&T devices and services are prominently featured, but due to the fast-paced and tech-savvy nature of the plot, in which phones, tablets and network capabilities are integral, they work much more smoothly than your standard product-placement deal. AT&T isn’t mentioned by name, nor will the company sell the products overtly.

Those who want to delve more into the story can download a free Apple and Android app created by BBDO based around the fictional underground group, the Jack Boxers, who in the series help Wilkins on his mission. With its own dedicated website, Jackboxers.com will contain additional videos and bonus material like fictional blueprints and documents and, naturally, will promote the devices and applications used in Daybreak.

Video: Chapter One of "Daybreak" by BBDO, New York.