Screens are everywhere—in bars, taxis, movie theaters, living rooms, city streets, in your hand, in front of you right now—and it’s making media increasingly fragmented. Yesterday we talked about how the ad business is being affected by this proliferation of media channels. “We have a story we want to tell, and we use different media channels and different touch points to tell it. We have to rely on the consumer to pull the story together,” said Robert Rasmussen.

However, the mark of a good campaign is not just narrative cohesion between these channels, but truly connecting them in an interactive, engaging way. A new campaign from AT&T taking a big step towards this.

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