Dive Brief:
- Snapchat introduced the first brand to get it's on channel in the Discover portal this week: "Spectre," the newest James Bond film.
- The channel, which Sony purchased as part of the movie's campaign, is labeled as "sponsored" within the Discover tab.
- Currently, the “Spectre” channel tops the scrollable list of Discover channel buttons.
Dive Insight:
Snapchat’s Discover portal grew by one, or it might be better to say by “007,” since the new addition is a sponsored channel for “Spectre,” the latest James Bond film. Sony bought the sponsored channel, which currently has the top spot in the Discover tab. It is the first channel for a brand in the exclusive Discover portal, which up to now had been occupied by 15 carefully selected publishers. To make room for the 24-hour promotion, iHeartRadio temporarily lost its Discover portal spot.
The campaign doesn’t include any user content, unlike many promotions on Snapchat, but users in the U.S., U.K. and Canada have access to special branded images to use in their own videos.
Snapchat’s Head of Content Nick Bell said in a statement, “We’re huge James Bond fans and excited to give our community a sneak peek into the action.”
In a similar move, but on a different venue, the first “Promoted Moments” campaign on Twitter ran this past weekend promoting the upcoming movie, “Creed.”