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Social media giant Snapchat has unveiled the Snap Sports Network Series, a new initiative that shines the spotlight on sports that would often go under the radar.
Directed by Tim K from multi-disciplinary studio Golden LA, the series brings delightful "counter-complimentary" programming to Snapchatters and sports fans, providing an equally entertaining alternative to the ongoing Paris Summer Olympics.
"Kudos to Snap for sending a brief like this out into the world," Matt Marquis, Golden LA’s managing director, told DesignRush.
"Often, we endure the wasteland that is advertising for the chance to produce content like this wrapped around something as iconic as the Olympics partnered with an equally iconic brand like Snap, and they basically said, 'Go for it!' So yup, Tim K and I were down!" he added.
We’re changing the game with Snap Sports Network! Where no sport is out of bounds!
— Snap Inc. (@Snap) July 18, 2024
Tune in on 7/19: https://t.co/CsqTBTC7y8pic.twitter.com/iTXA1z5rRR
The new series is filled with sports competition segments including professional pillow fighting, hobby horsing, and other multi-level "curveball" games orchestrated by Tim, showcased in a comedic manner to engage the community.
Tim, who also serves as its showrunner, touts the program by saying Snap Sports Network is something he genuinely sees himself watching and enjoying.
"Sometimes the stuff is epic, and sometimes it’s silly, but it’s endlessly fun and even weirdly inspiring to watch because it shows us what people can accomplish when they are crazy enough to try," he added.
Made with Mousepack augmented reality (AR) Lenses, the new program sees popular Snap stars Kris London and Rachel Pizzolato as the hosts in action.
Rachel DeMita and Tony Talks will accompany them as field reporters. The segments, which first debuted on July 19, will run through August 6.
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Snap's latest initiative is an effective example of influencer marketing done right.
By leveraging established personalities within the platform, the company can draw in viewers to a new experience that has previously propelled Snapchat into building itself as an entertainment giant.
What could be more effective than leveraging members of your own community?
It's a win-win situation wherein the influencer is given the opportunity to widen their audience and enhance personal branding while the business grows with the success of these initiatives.
Something New for Sports Fans
Snap Sports Network was first announced during the IAB NewFronts event that took place last April 29.
With an estimated 180 million users watching sports coverage on the platform monthly, Snap sought to pounce on the opportunity to shine the spotlight on unconventional sports, including dog surfing, extreme ironing, water bottle flipping, and more.
The social media giant also teamed up with Taco Bell, e.l.f. Cosmetics, and other brands for integrated program sponsorships and product integrations.
Snapchat Creative Director Eric Fensler speaks about the new series, saying it's been great to see the community connecting through similar passions like sports.
He explains that Snap Sports Network is unique "in that any Snapchatter can use these lenses to make their own sports show from wherever they are — leveraging the tools we had to create the series."
Editing by Katherine 'Makkie' Maclang
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