Snap recently had their partner summit and announced a number of developments including next generation spectacles, rolling out more business profiles, ecommerce features, new AR features and Snap Map features.
It's interesting to see Snap continuing to stick to their strategy of providing a real alternative for younger audiences within the social media space, defining themselves as something very different to Instagram, Facebook and YouTube in terms of technology and usability - and don't forget, they're a camera company!
Now We Collide partnered with ESPN to develop a new video led brand campaign. It was a move to cement the growing interest in U.S. and international sports among a younger Aussie male audience.
Watch this short documentary about how it all came together.
The video content created merges pivotal sporting moments from the world of NBA, American Football and X Games with murals drawn by graffiti artist Sofles. The time-lapsed amalgamation of sports and street art created a social buzz among the 18 to 34-year-old demographic and prompted them to share the content across their networks.
The brand campaign that became shareable
ESPN Marketing Manager, John Webb told Mumbrella “It’s one thing to make a great TV commercial that we can run on our own platforms but we wanted to build a brand campaign that will become shareable, that strikes gold and potentially goes viral.” he said. The video quickly became the most viewed and shared across ESPN Aust/NZ social networks drawing massive social reach and advocacy.
“We wanted to design a brand campaign that goes beyond our hardcore fan base and hit those casual fans who are on the fringes who we want to bring into the network."
“Using Now We Collide and Sofles was the perfect way to design something that we could use on Instagram and Facebook and hit the demographic that we are congregating on those platforms.” - John Webb.
