May 31 AT 3:37 PM Taylor Wimberly 13 Comments

AT&T launches cryptic web series Daybreak to promote HTC One X and other devices


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?


Via: NY Times

Source: Daybreak

Taylor is the founder of Android and Me. He resides in Dallas and carries the Samsung Galaxy S 4 and HTC One as his daily devices. Ask him a question on Twitter or Google+ and he is likely to respond. | Ethics statement

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  • mharriz

    Kinda late for AT&T to start promoting the one x now..sad how i walk in a AT&T store and they shove the lumia 900 in my face rather than the best phone on their network

    • Taylor Wimberly

      Sounds like AT&T is offering spiffs or incentives for the salespeople to push the Nokia.

      • mharriz

        Starting to think the same thing it’s like their brainwashed at least where I stay they are

        • cb2000a

          Saw one at Walmart for $158 on contract.

    • travis

      The reason they are shoving the Lumia 900 is because they don’t even have the HTC One X available. I ordered the phone online over 2 weeks ago a few days before Customs stopped shipments and the only communication i’ve received from AT&T is that the phone is unavailable for the foreseeable future. I’m a little pissed because HTC and AT&T have not commented on the availability. All that i’ve read is that Customs has finally allowed them to enter the US, but that Sprint is the only carrier to have commented stating that phones will be available in stores on June 2nd.

  • PapaLos

    This sounds interesting. Those are some pretty big names in the tv show circuit to be thrown into this little project. I’m pretty curious.

  • Rob Leon

    Daybreak launched last night and got me hooked already.

  • Jimmy_Jo

    The company running the tests was in “Touch” on FOX…. I love stuff like that!!!!

  • mark

    thunder for the win man ;p
    sorry spurs we broke your streak!!
    whats the pass for jackboxers for archive files? i dont remember making one and am guessing i missed it in the audio files

  • mark

    for whiterabbit and the other one?

  • cheap juicy bags

    I’m not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your site to come back later. Many thanks.

  • Prem

    Here is another quick crisp review of HTC One X

    Here is the profile of the author ->

  • JD Messinger

    Seems to me Ya’ll are missing the point. The show was fantastic and I wish they would turn it into a series.But it is not the show that we find intriquing or simply technology – Technology is merely an enabler-it is not the end all be all. What this show is demonstrating is the power of the human mind and the mysteries we still do not comprehend, to improve lives. That is the essence of every great entrepreneur–including Tesla-the passion and search that propels them.