For Snapchat, this year’s Super Bowl means everything from integrated brand partnerships to Super Bowl-themed lenses and filters.
Ahead of this weekend’s game, Head of Sports Partnerships at Snap Inc. Juan David Borrero gives you insight into how the game will play out on the platform, what brands are advertising, and why their partnership with the NFL has been fruitful.
On the importance of the Super Bowl for Snap…
“The Super Bowl is pretty much a national holiday so naturally, it’s also a very important day for Snap. Thanks to our partnership with the NFL, we are able to offer Snapchatters an array of Super Bowl-themed Creative Tools, like Lenses, Filters, and Stickers so they can communicate with their friends and express their fandom, and also keep up with the game through Our Stories and highlights.”
On why the company is bullish on sports content…
“We’re focused on serving Snapchatters the content that interests them most. We know Snapchatters love sports and historically we have seen tremendous success with our community engaging with sports content, including with, of course, the NFL, as well as the NBA, the NHL and during the Olympics and World Cup, just to name a few.”
How will you integrate brands into the action on Sunday?
“The Super Bowl is a huge advertising event and as such, there is also a lot of interest from advertisers for Super Bowl content in our platform. On Sunday you can expect brands like Anheuser Busch extending their linear buys to Snap in the form of Snap Ads that will run in Super Bowl content and others like Fox Home Entertainment leveraging our Creative Tools through a national Lens for the home video release of Bohemian Rhapsody.”
On the platforms relationship with the NFL…
“Our partnership with the NFL began in 2015 with Our Story coverage of games. In 2016, they became the first sports league to launch a Publisher Story in Discover. The NFL is a great partner that continues to innovate and take advantage of all our offerings to connect with fans. This year they debuted a dynamic Publisher Story, which they update throughout the day on Sundays – and will do so on Super Bowl Sunday too! The Show Mic’d Up was another natural step in the evolution of our partnership. We’re excited to see what we come up with next season!”