This afternoon a social media marketing agency offered to send me an AT&T HTC One X if I would check out a “multi-platform story experience about the power of technology and its ability to improve our lives”. I already reviewed the One X, but I was intrigued by this mysterious campaign and figured I could give away the device in another contest.
Enter Daybreak. It turns out AT&T has teamed up with producer Tim Kring (creator of Strange World, Crossing Jordan, Heroes, and Touch) to produce a new online series that debuts tonight at 9 PM ET. It will be directed by Jon Cassar (of 24 fame) and advertising partner BBDO is describing the concept as a “Bourne Identity-type adventure.”
The online show follows the story of Ben Wilkens, an “Everyman” character, who finds himself at the center of a global conspiracy. When he discovers a dodecahedron, an ancient and powerful object, he quickly learns that he must restore the object to its rightful place so that humanity will be able to make its next evolutionary leap forward.
Daybreak will span five episodes, each around 10 minutes, and will be released each Thursday on the Daybreak site, YouTube, and Hulu. Viewers at home will be able to interact with the show using an Android app tied to a site JackBoxers that lets them dive deeper into the weekly missions and unsolved mysteries.
I have no idea if the show will suck, but AT&T has shared just enough details to keep me curious. Tonight I’ll be tuned into the Western Conference Finals as my Spurs look to extend their 20-game winning streak, but I’ll definitely check out Daybreak later on just to see what it’s like.
We have seen a ton of terrible advertisements for Android products, so it will be interesting to see how this branded content performs. Check out the video teaser below and grab the app if you want to play along at home.
Does Daybreak look like a winner?