AT&T Summer Break Social Media Campaign

@summerbreak Campaign Summer 2014 

In the summer of 2014 AT&T held a campaign that followed high school seniors the summer before college. It was the last summer break they had with their high school friends. 

The campaign focused on Social Media, TV and Cellphones. AT&T made a 52 episode mini-TV series that was posted to their social media accounts where they showed weekly videos of the teens interacting with each other. Viewers were able to interact with the cast. AT&T encouraged the viewers to use AT&T  to talk tot he cast.

@summerbreak, the handle for the campaign was focused at teens and young adults as it would comment and discuss ideas and thoughts of teens. For example "what is summer reading you speak of, teacher?" 

The 1st season was so successful that a second season was filmed and finished airing in September. However the question remains, did AT&T put their name out enough on the materials related to the show? When researching the show it was clear that the show was not publicized as much as it could have been in relation to AT&T.