Dive Brief:

• AT&T has announced its plans to premiere the first scripted entertainment series to air exclusively on Snapchat. 
• "SnapperHero" will star celebrities from YouTube, Vine, Instagram, and Snapchat. The actors will play super heroes acting out plotlines that fans will submit. 
• This is AT&T's second attempt at a series aimed at millennials. The reality show "Summer Break" has run for two seasons on YouTube, Twitter, Tumblr, and Snapchat. 

Dive Insight:

The news of SnapperHero comes almost immediately after Snapchat's debut of its publishing portal "Discover," thus proving the messaging app is dedicated to delivering more structured content. The series will likely produce a smaller audience since episodes—per the policy of Snapchat—will disappear after 24 hours. That forced exclusivity could inspire series engagement, since each episode will become an event. If SnapperHero is a success, we will likely see many more brand-created shows on Snapchat, adding to the theory that the app is trying to change how we consume stories.