AT&T snaps to it on Snapchat
AT&T is launching episodes of its new SnapperHero TV series exclusively on Snapchat. The format will lean heavily on social and feature online stars from the likes of YouTube, Instagram and Vine, among them Freddie Wong and Anna Akana. And in the spirit of crowdsourcing, these online celebs will work to plotlines submitted by their followers – they have already issued social media calls to action.
To take the experience beyond Snapchat and drive engagement across multiple social platforms, AT&T is planning on sharing exclusive behind-the-scenes footage of the cast and crew. The comms brand’s @SummerBreak social media series racked up 15.3 million views in its first season and 49 million in its second.
"We want to produce and foster entertainment that engages the connected generation where they live," sats AT&T engagement marketing director Liz Nixon. "We saw great success in using Snapchat to engage our @SummerBreak audience and we're excited to build on that with a Snapchat-centric series that truly empowers influencers.”
The question is, is Snapchat a good fit for AT&T? Well, both outfits are heavily into mobile,so that works. And both are about comms. But we can't help feeling that this is just bandwagonning on the part of AT&T, and the brand could just as easily be doing this on any we-are-now-cool platform. Snapchat is a bit short-form for a scripted series, and programmes will, in the nature of the medium, die after 24 hours. So, will there be catch-up?