Snap Sports Network
Snap Sports Network (SSN) is a sports-centric episodic content series on Snapchat. It was created as an integrated marketing program, timed with the Summer Olympics, highlighting sports on Snapchat by celebrating friendly competition.
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To enhance Snapchatter’s relationships with friends and family by using the Olympic Games (and competition more broadly) to inspire and enable them to try new sports together, better appreciate athletes, and become part of a sports community.
SSN is set within a Snapchat Lens - hosted by an all-star crew of 4 Snap Stars - and includes Snaps from the community and live-action footage shot specifically for the network.
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My role as Sr. Creative included a few things: 1) to lead the design direction for the network & campaign 2) developed the programming and content strategy for the various segments and episode structure, etc. 3) lead an external partner on all graphics, motion, and video edits seen throughout the campaign.
Creative Partners:
Tim K (Director)
Golden LA (Production)
Cartel (Editorial)
Transformer (Graphics & Motion)
Louis Weeks (Composition)
Beacon Street (Sound & Mix)
Mousepack (Lenses) -
Advertising Dollars:
SSN was sponsored by 5 total brands – Samsung Galaxy, Dick’s Sporting Goods, e.l.f. Cosmetics, Taco Bell, and Sephora – totaling over $10m in total buy-in.SSN Viewership:
Each episode had an average of over 4.3m unique viewers. The SSN profile grew from 0 to 18,000+ followers in the span of 2 months.
Creative Feat:
We created a cutting-edge Lens (SSN Newsroom) that our Lens Developer said was the best Lens they’ve built to-date.
Hats Worn
Design Direction
Art Direction
Content Strategy
Creative Team
Eric Fensler
Amanda Burger
Integrated Marketing Program Overview
Sports are high-stakes, high pressure, and intense. All things that Snapchat, a place to have fun with your friends, is not. That’s why this summer, while the Olympics are in full-force, we’re going to cover sports in our own wacky and wonderful way. Except when we say “sports” we hobby horsing, balloon keep up, professional pillow fighting, and more.
This is Snap Sports Network:
Where no sport is out of bounds.
Here’s the first teaser for SSN!
SSN TV Guide
Part of building the world of the Snap Sports Network meant constructing the network programming from scratch. The team decided on the number of ‘segments’ per episode (3), the number of segments seen across all episodes (6), and considered pacing of the content across each episode to feel high-energy and attention grabbing.
Creative Direction
Inspired by the sports shows of the late 70s / early 80s, for the Snap Sports Network we wanted to create a world (no pun intended) full of nostalgia, texture, grain, and halation.
Logo Expressions
Branded Stingers
Background Imagery
Snap Star News Team
As part of the brief, we included Snap Stars in our grand plans for SSN. Snap Stars are successful creators and they contributed to the content feeling authentic to the platform and uniquely ‘Snappy’. Our two co-anchors were Rachel Pizzolato and Kris London in the newsroom. And our two field reporters were Rachel DeMita and Tony Talks reporting live form the action.
3 Custom Lenses (by Mousepack)
As part of the brief, the team needed to create a few custom Lenses that lended themselves to SSN programming: 1) The Reporter Lens which gives users the ability to report live from their own backyard. 2) The Coach Lens which gives users the ability to give their own inspiring halftime talks. 3) And the Newsroom Lens which gives users the ability to make their own sports show.
1. Reporter Lens
2. Coach Lens
3. Newsroom Lens
Newsroom Lens
The Newsroom Lens was a standout. This Lens was the backbone of SSN as it was the home to our co-anchors and seen in probably 50% of each episode. It also challenged what a Lenses are capable of doing. This Lens is essentially your own camera operator complete with bells and whistles.
Newsroom Lens - Lens Features
This Lens is packed with fun features that make it a really dynamic experience.
Logo Intro Sequence
Picture-in-Picture
2 Desk Spaces
Dynamic Camera Zoom
Process Imagery (via Mousepack)
Integrations & Advertising Partners
SSN was sponsored by 5 total brands – Samsung Galaxy, Dick’s Sporting Goods, e.l.f. Cosmetics, Taco Bell, and Sephora – proving to be a big success as far as Integrated Marketing Packages go. In addition, both e.l.f. Cosmetics and Taco Bell were integrated into the episodes themselves.
SSN Season 1 (All Episodes)
6 episodes aired twice weekly for 3 weeks
Episode 1
🚨 Pro Pillow Fighting 🚨
Episode 2
🐴 Hobby Horsing 🐴
Episode 3
🥔 Spud Wrestling 🥔
Episode 4
👹 Gurning 👹
Episode 5
📦 Box Wars 📦
Episode 6
🎈 Balloon Keep-Up 🎈
Marketing Campaign Rollout
The campaign created for Snap Sports Network was rolled out across a variety of channels:
SSN Publisher Profile
SSN is only available on Snapchat. It appears as within ‘Discover’ feature – a place to find creators, publishers, and shows on the platform. So, our ‘Publisher Profile’ was the face of the network.
Snap Ads
Full-screen on-platform ads prompting Snapchatters to view their Recap Story.
Discover Stories
Videos in Team Snapchat’s on-platform profile teasing SSN and what’s to come in the season.
Teaser Trailer
Mid-Season Pep Talk
SSN News Team Top 10
LINKEDIN POST
We’re changing the game with Snap Sports Network! Where no sport is out of bounds!
Tune in: https://lnkd.in/dytKRh_i
Press Assets
Assets created to highlight Snap Sports Network through Comms and press.
BTS Photography
A handful of action shots from set from the wonderful production team
