A massive MGM TV deal, college ‘Our Stories’ & a ripper Aussie Rules series on Snap.
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A ghost, a lion & millions of dollars walk into a bar...
Snap has signed its first official partnership deal with a major entertainment studio, joining forces with MGM Television to develop a number of TV-style shows for the Discover section. Snapchat Shows are standalone four to five minute pieces, shot vertically and produced specifically for Snapchat users. Snap claims this approach gives content a “unique and energetic feel” and states that they intend to develop shows across multiple genres “from scripted comedy and drama to unscripted sports, news and reality." Snap’s been adding a motherload of network programming to its Discover section recently, including Planet Earth II from BBC, College Game Day from ESPN, Watch Party: The Bachelor from ABC and Saturday Night Live from NBC. In addition, The NFL, Turner, A+E Networks and Discovery Networks are also said to be producing or developing shows for Snapchat. Combined with the latest MGM deal, it’s fair to say that Snap’s well and truly flipping the script on traditional broadcast.
More from Forbes Magazine here
What do you get if you cross college games with Snapchat..? Success.
For March Madness, Snap’s cashing in on college rivalry, creating more than 30 Our Stories (previously called Live Stories) showcasing campus Snaps and on-court action across the US. In a Snapchat-first, NCAA Sponsor Capital One is also running a back-to-back sponsored lens, as well as full-screen Snap ads within Our Stories. Snap gets its close-up here too, with TV promos showing Snapcodes that unlock unique filters and incentivise adding Snapchat accounts. Given that Snapchat scores a top three ranking in University students’ favourite apps, significant marketing spend here makes total sense. We’re most intrigued to see how these schools carry on the Snap conversation once March Madness ends.
Knock knock, who’s there? Oh, it’s the AFL joining the Snap party.
Anyone who’s spent time in Australia can attest to the fact that AFL (AKA Aussie Rules) has neo-religious status. And with around 4 million DAU’s, there’s no denying Snapchat’s popularity Down Under, either. Just last week, Snap and the AFL announced they’d be teaming up for the 2017 season, with live coverage of games in the Our Story section and a unique Geofilter at each stadium. This builds on the 2016 Snapchat grand final coverage, 2017 preview via Our Story, and Women’s League opener in February. For both parties, it’s a match as perfect as T-Sauce on a Bunnings Sausage, with the AFL procuring huge visibility across the millennial demographic, and Snapchat scoring prime advertising opportunities.