NBC + Snapchat
Vice President of Marketing at NBC Universal addressed curiosity in strengthening their already strong relationship with Millennials and the Z Generation.
NBC ranks as the top of broadcast channel for Millennials, but Millennial consume their content on streaming platforms failing to connect the content back to the parent company.
In order to create awareness we opted to strengthen the brand relationship through partnering with Snapchat. Creating a UX opportunity for show fans to immerse themselves in NBC’s content. This UX then creates an opportunity to share their personalized content with NBC for a chance of fame by NBC using the content within their broadcast marketing. Although brand placement is subtle within Snapchat's platform, attention is drove towards their broadcast channel to see which user achieved limelight. The modularity of this broadcast marketing allows NBC to increase engagement across all of their content. The closing portion of the marketing brings the attention full circle as viewers are invited to share more with Snapchat.