AT&T Launches First-Ever Influencer-Driven Scripted Series On Snapchat
The telecom brand hopes to reach millennials by sponsoring SnapperHero: original video content for the ephemeral mobile platform.
With the debut of its Discover news feature, mobile social platform Snapchat is becoming home to original, scripted content such as SnapperHero, an AT&T-sponsored video series aimed at millennials. SnapperHero will feature YouTube, Vine and Snapchat influencers who will play superheroes in short 100-200 second videos.
Developed in conjunction with Fullscreen and Astronauts Wanted, the influencers will tap their followers for input regarding series plot lines which will then be rolled out across 12 episodes over a 4-week time period. Content will reside primarily on Snapchat.
Participating influencers include Anna Akana, a YouTuber with 1.2 million subscribers; Freddie Wong, producer of RocketJump with 7.5 million subscribers on YouTube; Harley Morenstein, creator of Epic Meal Time, which has 6.7 million subscribers; Jasmeet Singh, a YouTuber with 430,000 subscribers; Simone Shepherd, a Vine celebrity with 3 million followers and Shaun Mc Bribe, a Snapchatter with a growing fan base.
Astronauts Wanted Chief Content Officer Billy Parks will oversee the production. AT&T and Parks previously worked together the YouTube series SummerBreak, a reality show developed for Millennials which aired over two seasons and garnered 60 million views, 3o million social engagements and 1.6 billion impressions.
Of the Snapchat focus, AT&T Engagement Marketing Director Liz Nixon said:[blockquote]We want to produce and foster entertainment that engages the connected generation where they live. 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. We’re proud to venture into this new territory and innovate branded entertainment for social media in ways that are authentic to the influencers and their platforms[/blockquote]
All of the action can be experienced by following SnapperHero on Snapchat @SnapperHero, Twitter @SnapperHero and Instagram @SnapperHero.
The series is being hyped on Twitter:
Follow SnapperHero on SnapChat! pic.twitter.com/mbYqGcXmsB
— Snapper Hero (@SnapperHero) January 29, 2015
Akana is touting the series on her Twitter page:
Snapper hero coming soooooon pic.twitter.com/u86yfgXG9J
— Anna Akana (@AnnaAkana) January 29, 2015
Morenstein is working his followers on Vine:
The show is set to debut in March. Following the series conclusion, a documentary-style video will be created to encapsulate the series and distribute it outside Snapchat’s walled garden.
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