Snapchat Introduces Live Sports Coverage

Snapchat is currently in the process of working out a deal with sports organizations and broadcasting stations to start broadcasting live major sporting events. According to Digiday, Snapchat will start this new trend with the NCAA men’s basketball final four and plans on eventually expanding it to more NCAA events in the future.

We got a preview of what Snapchat might have in store during the NCAA Football season this past fall where Snapchat had a “College Game Day” section on their account for all users to view. Having this function available will allow Snapchat users to submit their own experiences from the day and Snapchat can post in their event feed for users all across the world to view. Having this gives a sense of closeness to consumers and makes them feel like they are a part of the event even from thousands of miles away.

If the live sports event coverage goes through Snapchat can begin post actual game footage instead of just user and player experiences. They can show actual moments from the games as well as fan and player reactions to really get viewers excited and engaged.

According to Digiday:

Snapchat is looking to sell brand sponsorships for these stories and plans to split ad revenue among the sports leagues, the broadcasters and itself, according to one executive involved in negotiations. Turner is said to be close to finalizing sponsorship deals for the Final Four Stories, according to the executives.

While the Final Four deal involves both the NCAA and Turner, it’s an exception. In almost all other instances, Snapchat is looking to create media-rights deals with just the sports leagues.

Read more: http://www.businessinsider.com/snapchat-broadcasting-sports-2015-3#ixzz3UbculPE1

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Snapchat Team Pride

A growing trend developed under the social media powerhouse Snapchat is an insiders look at their favorite professional sports team throughout game days, press conferences, and events. Accounts like these give the team or organization the ability to instantly connect with their fans on a closer and more personal level. Can’t make the game? We will make you feel like you’re there. Excited for puck drop? We will show you what’s going on now to keep you entertained.

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Many of the participating sports organizations also have location location sensitive filters depending on where you are. These filters can be as broad as the state/city your team plays for or as specific as the arena the game is in. This gives fans a sense of pride and belonging which in return can create more loyal and passionate fans.

A location sensitive Snapchat title you can put on your pictures while inside "The Q" or Quicken Loans Arena in Cleveland where the Cavaliers play.
So what can we expect for sports in Snapchat this coming playoff season? Live event coverage. I would expect to see a live event feed of the Stanley Cup Finals, the NBA Finals, or both. The “live event coverage” will be available nationally under the “live” section of your Snapchat contacts and will showcase a mixture of pictures and videos from fans to players. It will create a real life experience and tell the story from multiple viewpoints and anyone can participate even if you’re not at the game.

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Working with sports leagues will bring a sense of legitimacy to Snapchat’s “Our Story” feature. However, the sports content will still be produced and submitted by users as it has been in the past. Moving forward, however, Snapchat will have the thumbs-up from sports leagues and broadcast partners for these 24-hour broadcasts.

Read more: http://www.businessinsider.com/snapchat-broadcasting-sports-2015-3#ixzz3UZhwbu68

Taco Bell Uses Snapchat to Take a Social Poll

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Snapchat took the social media world by storm when it was first launched in 2011 and it has since grown to having over 100 million monthly users. The brand is worth more than $3 billion with 71% of it’s users being under 25 years of age.

Taco Bell was one of the first brands to utilize Snapchat as a marketing tool and the brand is known to specifically target millennials. Snapchat, which is primarily used by millennials, is the perfect medium to reach their target market in a fun and engaging way.

In the last decade, one of Taco Bell’s largest achievements — aside from launching a series of food items that seem like they originate from a fantasy lab — has been its encirclement of millennials. Not only is the brand where they are, it’s speaking to them in a language they understand about topics and lifestyles they’re interested in. 

Eli Epstein – Mashable

http://mashable.com/2014/05/29/taco-bell-marketing-strategy/

This past Wednesday Taco Bell released the following Snapchat story called the “Freeze Face-off.”

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The next day when you checked back the results were revealed:

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Baja Blast takes the cake!

Snapchat was able to gather the results of this opinion poll simply by counting the number of screen shots taken of each different drink. Because Snapchat is designed to have their pictures disappear after they are viewed, users sharing the pictures are immediately notified if the recipient or viewer has screenshotted the image. Taco Bell knows this and takes advantage of this free feature. Not only did they get a better feel of what their customers liked for free, they were able to tempt Snapchat users all over the world who can probably go for a freeze to cool their spring fever. The “Get a Rainbow freeze” plug at the end wasn’t a bad touch either.

Swipe Left on Smokers

The anti-tobacco company “Truth” has released a campaign called “Swipe Dat Left” that incorporates the popular dating app “Tinder” to encourage people not to date smokers.

Tinder is a mobile dating/match making app that singles use to view other singles in their area. When you sign up for the app you put in your gender and age, the gender you want in your potential partner, your Facebook information (that way the app has access to your interests, photos, and friends in order to find you a better match), and the age range you are looking for in a potential partner. Once all of this information is in, you can start browsing singles in your area that meet your criteria. When browsing, a picture of your potential partner comes up and you can see their interests, any mutual friends they have with you, and up to 5 pictures. If you like what you see you swipe right, but if you are not interested you swipe left.

Truth’s “Swipe Dat Left” campaign is simple and fun: swipe left on smokers!

The Truth company has always had campaigns that were very different and memorable to say the least. They use tactics from humor to shock and to disgust in order to get their messages across.

What is so interesting about Truth’s current “Swipe Dat Left” campaign is how they are using love as ammunition to prevent young people from smoking. If you smoke, you are less attractive and less likely to get a match.

Spreading Brand Love Through Snapchat

This past Valentine’s Day, Taco Bell used the social media platform Snapchat to send brand love to all of their followers.

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In Taco Bell’s Snapchat story, there were several funny and food related Valentine’s Day e cards for followers to screen shot and share with their friends. The Snapchat story started off by explaining how much Taco Bell loves their customers followed by an explanation of how to share these e cards with your loved ones. The brand instructed their followers to screen shot the image as it pops up, then open the image in their photos folder, click the “send to” icon, click Snapchat, and then using the Snapchat writing tool, address it to a friend.

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This idea was cute, clever, and easy… but what benefit or results did it provide for the brand?

Plenty.

Snapchat makes it extremely easy for users to see how many people watched their story, how many people screen shotted their story, and what images the followers screen shotted. This provides instant feedback for the brand to see the exact number of the people they’ve reached and a way for the brand to see which images were the most effective.

Snapchat Discover – Sightseeing for Consumers

Last week (January 27th, 2015) Snapchat launched a new feature called Discover specifically built for brands to share their original content.

According to team Snapchat:

“Snapchat Discover is a new way to explore Stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first. This is not social media.

Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important. “

Snapchat Discover

The Discover feature gives consumers a window into the worlds of the brands shown above. Each channel is designed to bring something unique to brighten the viewer’s day.

So what does this mean for brands like Taco Bell and MTV that are currently using Snapchat to build relationships with consumers? Well for starters, Taco Bell was one of the first brands to embrace Snapchat as a marketing tool. Nicholas Tran, the Social Media Lead at Taco Bell, believes that Snapchat is Taco Bell’s most “engaging place to play” and explains that 80% of their friends open their Snapchats and 90% of that 80% view the message in its entirety. This is great news for Taco Bell so what does this mean for Snapchat?

One word: monetization.

Snapchat is giving brands a way to connect with over 100 million Snapchat users on a daily basis with this feature. ESPN utilizes it to share exciting sports clips, Comedy Central uses it to post teasers for upcoming shows, and Yahoo uses it to share interesting news stories. It is only a matter of time before Snapchat expands to let companies outside of the media realm in on the fun don’t you think? It’s definitely something to watch out for.

The possibilities for this feature are endless because Discover was built with creativity in mind. That is exactly why we can expect brands like Taco Bell or even professional sports organizations to adopt this method of content delivery. It is a whole new way to share an experience… and isn’t that what advertising is all about?

“Discover is different because it has been built for creatives. All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising.

Discover is new, but familiar. That’s because Stories are at the core – there’s a beginning, middle, and end so that editors can put everything in order. Every edition is refreshed after 24 hours – because what’s news today is history tomorrow.”

– The Snapchat Team

What’s Next?

Emerging media is the future. It is a way of looking forward and thinking “what is coming up next?” or “what can we expect years from now?” To me, emerging media is another word for personalized media… at least it is at this time. What I mean by “at this time” is 20 years ago emerging media was probably considered “the internet.” The internet was new and innovative and companies were trying to figure out a way to become relevant on that platform. Now that the internet is old news, emerging media is all about personalization and connecting with a consumer! Our lives are completely consumed by our personal electronic devices that are essentially our communication tool with the world. Our phones, tablets, computers, e-readers, etc are all a reflection of us and how we see ourselves. Because our lives are consumed by these things, it is important to recognize this as a way for companies to get closer with the consumer. It is sort of a way for a company to say “look how much we have in common” or “look how fun we can be!”

Knowing and being able to predict emerging trends is so important because it will put you ahead of your competitors in the market. Companies have to take possible emerging media trends into consideration constantly so they aren’t the last to do something… being last can make you seem outdated.

An emerging media trend I see growing is Snapchat, my previous post explains a little bit about that.

Snapchat: A Whole New Way to Experience an Event

For those of you who are not completely familiar with Snapchat and only know it by what you hear on the news… just for the record it is NOT (completely) used for exchanging “racy” pictures. Now that that is cleared up, Snapchat it is an extremely innovative social media tool that brings experience sharing to a whole new level!

So let me explain here, Snapchat now offers a service called “My Story” where you can post pictures and videos with captions for all of your friends to see. This is already great and innovative as is but Snapchat took this system to the next level by allowing users to share their experience at a certain place or event with the entire world! For example, this past weekend on everyone’s “my story” page there was a section labeled “Detroit Auto Show.” By saying “everyone’s my story” I mean anyone who has a Snapchat was able to see this. When you click on this to watch the “story”  a montage of everyone’s pictures or videos who attended the auto show and decided to share on Snapchat was displayed for the world to see. Snapchat has done this for many other events too such as College Game Day, Lebron James’ homecoming game, the Macy’s Day Parade, and many more major events. Many professional sports teams also have “stories” for their fans who have Snapchat to enjoy.

A location sensitive Snapchat title you can put on your pictures while inside "The Q" or Quicken Loans Arena in Cleveland where the Cavaliers play.

A location sensitive Snapchat title you can put on your pictures while inside “The Q” or Quicken Loans Arena in Cleveland where the Cavaliers play.

So what does this mean for companies? Well that’s easy… it will be a whole new way to share an experience and create buzz about a product. Something I have been thinking about is what if a clothing company offered exclusive deals to those who post selfies of them in their new outfits? Or what if professional sports organizations offered free tickets or seat upgrades for the best Snapchat story while at a game? This would really help build a stronger online presence and it would also help create extra brand loyalty. I am very interested to see how Snapchat works its way into promoting products and building partnerships with companies… I am calling it now: Snapchat will be doing big things!