Multicultural Media: Rezonate Media, AT&T, Away We Happened
When AT&T was no longer the only carrier selling iPhones, they challenged their creative agency to find new and creative ways to reach influencers. Rezonate decided to go after the most influential group in tech: Young Asians (18-26). AT&T partnered with Asian YouTube producer Wong Fu Productions to create a crowd-sourced Web series featuring AT&T products and popular Asian youth celebrities Victor Kim and Jen Fromheadtotoe. The campaign went viral with over 10 million YouTube views to date.