AT&T, AOL and the Jonas Brothers: Cambio and the blurring line between content and advertising

Geoffrey Precourt
Warc

To understand AT&T's new AOL Cambio entertainment platform on AOL, you have to begin with a biological imperative. The presence and popularity of the Jonas Brothers suggests that there has to be a Jonas Father - someone less visible, perhaps, but an integral part of the brand-creation process.

At the 2011 Interactive Advertising Bureau (IAB) Digital Video Marketplace meeting in New York, Kevin Jonas Sr. - sire of pop band members Kevin, Joe and Nick and co-founder/partner of the Jonas Group - demonstrated marketing expertise that extends far beyond the progeny business.


Kevin Jonas Sr., co-founder/partner, Jonas Group

Cambio, he said, "started as a dream the first time I logged onto the Internet and downloaded my first picture… It took about an hour-and-a-half and I dreamed of a day when entertainment could be interactive and streaming - and it would entertain teens."