Univision taps Snapchat to score goal at Gold Cup
Spanish language network Univision is leveraging the personalization of Snapchat?s live stories in a new partnership to increase awareness for major events and promote a positive brand sentiment by letting fans take over the experience.
Live stories on Snapchat bring users and event attendees together to share their experiences with each other, and other Snapchat users, generating hype around happenings. The feature is an ideal platform for Univision to leverage, as it is a tactic that consumers are excited to use and engage with and lets the fans have control of the content and promotion, creating a genuine brand sentiment.
"Media consumption habits are constantly evolving and at Univision we are committed to providing current and new audiences access to our Sports, Entertainment and News programming via the platforms that they're spending time on," said Mark Lopez, executive vice president and general manager at Univision Digital. "We have been experimenting with Snapchat and have seen the engagement our content delivers on that platform, this was evident in the U.S.-Mexico friendly Live Story we did back in April.
"Incorporating our content along with users' snaps into Live Stories allows us to put major shows and live events at the fingertips of users," he said.
Cultural comradery
Snapchat Live Stories have been a celebrated feature for users, as it allows consumers to view various cultures and events from around the world. It also creates a sense of comradery of those located at the same event or area, and further excites those on the scene and as well as those at home.
Univision is foraying into an important partnership with Snapchat. It is straying away from overly branded marketing features on the social media application, such as the discover tab and sponsored posts.
The network is creating the same, if not more promotion through the live stories without coming across as an advertisement. The feature is located at the top of the Snapchat homepage, and is easy access for all users to see.
The partnership kicked off on this past weekend with the Unvision?s CONCACEF Gold Cup soccer finals. Snapchat users who attended the game were able to share content on their on accounts, as well as update to the Gold Cup live story.
A team on Snapchat sifted through submitted content and chooses the best posts to add to the collective story. Users not located at the event, and users there could view the posts in a cohesive timeline within 24 hours.
Univision and Snapchat are looking to create another story for next summer?s Copa America Centenario, another soccer game.
Snapchat strategies
The networks use of Snapchat is only one of the many methods in which marketers are leveraging the social media hub.
White House Black Market?s recent introduction of a public Snapchat account was an example of how retailers are embracing the platform for its potential to more effectively draw in younger consumers compared to other social platforms through a mix of behind-the-scenes pictures and spotlighted products (see more).
Also, Fast food chain Sonic Drive-In played into the social media discussion surrounding Snapchat's past update by leveraging fun facts and personal conversations across several channels in a continuation of the brand's lighthearted personality (see more).
"Our strategy is to deliver a Univision branded experience everywhere our audience is, our audience is young, digital savvy and in many instances mobile first," Mr. Lopez said. "In fact, 82 percent of Hispanics own a smartphone and on a monthly basis they spend 29 percent more time than the general population watching video on a mobile device.?
"Our ultimate goal is to extend our content to current and new audiences while providing our marketing partners with new branded content opportunities," he said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
