Fullscreen, the Playa Vista video creator and YouTube multichannel network, has acquired social media promotion company McBeard Media. Terms of the deal were not disclosed, but all of McBeard’s 100-plus employees will join Fullscreen, according to Alan Beard, the firm’s chief executive.

McBeard was founded in 2009 and has grown mainly by creating and running social media campaigns for television shows and films. In recent years, that entertainment experience has been applied to promoting brands like Coca Cola and Mary Kay.

“We found it translated really well to working with brands as they get into creating content for their fans,” Beard said. “Social media, when it really works, works when you connect with someone in a really personal way.”

McBeard had worked with Fullscreen to promote several original video series, including “SummerBreak,” seen on YouTube, and Snapchat show “SnapperHero.” Both were sponsored by AT&T, which along with Chernin Group is an owner of Fullscreen.

Branded content has become a fast-growing revenue stream for as brands look for deeper engagement beyond pre-roll video and banner ads. Fullscreen expects the acquisition of McBeard will allow it to offer clients full-service social advertising services.

Technology reporter Garrett Reim can be reached at [email protected]. Follow him on Twitter @garrettreim for the latest in L.A. tech news.