Global communications platform Viber launched "Chat," the brand's first major U.S. initiative.

"Chat" celebrates the chat-worthiness of our lives, recognizing that some things need to be discussed beyond the superficial conversations we have through updates and comments on traditional broadcast social networks.

The "Chat" creative focuses on the funny names that users give to their chat groups. Everyone will find at least one they can relate to.

The new brand platform serves as a tribute to the way Viber users are already using the app to stay connected to their friends and family. Through "Chat," Viber plans to fully transition into an entertainment ecosystem, offering communication methods not available on any other mobile messaging app in the world.

"At the core of the Chat platform is the notion that creativity and innovation can result from a basic conversation. The Chat platform demonstrates Viber's ongoing commitment to connect people and get them chatting and interacting in meaningful and creative ways," said Scott Nelson, Head of Viber North America. "Chat will evolve, change and be defined by our users."

"Chat" partnerships began last month with a custom advertising program with Spotify to find the "Vibe of the Nation" through music. Asking people to choose their most chat-worthy music track of all time. Spotify users are encouraged to add their ultimate track to an ever-growing playlist, then share their nomination on Viber with their friends so they can chat about it.

In addition to the Spotify partnership, Viber will be running a series of creative initiatives called #MadeInChat where ideas will come to life through the app - a concept that enables the creation of unique pieces of Art, Film, Music, Fashion, Comedy and other cultural content through group chats on Viber.

Viber is working with dozens of celebrities, influencers, brands and partners to create additional content concepts within "Chat." Some include The Infatuation, Barclays Center, Christmas Abbott, Sincerely Jules, Alec Monopoly, Mashable, YesJulz and more.

Viber plans to launch "Chat" this year in the U.S. and UK with a roll out internationally in 2016. From Europe to India, Japan to The Philippines.