PopShorts partnered with NBC's hit singing competition The Voice for their Season 7 live shows to execute a first-of-its-kind Snapchat campaign, resulting in unprecedented levels of fan engagement.
Today's millennial generation does not simply watch TV; they are simultaneously consuming media on their mobile devices and tablets. With this in mind, we created an innovative Snapchat campaign specially designed to engage the fans of The Voice in real time.
Each week of the live shows, we immersed The Voice fans in an entirely new theme to keep things fun and refreshing; from 'Winter Wonderland' to mark the beginning of the Holiday Season, to an 'Out of This World' alien theme to get fans excited for the otherworldly performances they were about to witness.To round off this Hollywood Snapchat production, we entertained fans with Snaps of behind-the-scenes content from The Voice coaches, artists, and celebrity guests including Katherine Heigl, Lynyrd Skynyrd and Gwyneth Paltrow, all tied together with the help of The Voice's social media host, KC James.
One of the campaign's breakthroughs was its use of stunning artwork, "Snapterpieces" from the emerging platform's top artists (including Shorty Award-nominated Michael Platco [MPlatco] and Cyrene Quiamco [CyreneQ]). The Snapterpieces they created made for highly entertaining stories, and inspired fans to submit their own Snapchat drawings to The Voice; Fans responded to these intricate drawings with zeal, as thousands of users "snapped back" their own Voice-themed artwork.
What set this campaign apart was the proprietary technology developed to execute a first-of-its-kind, truly interactive campaign, resulting in a superior fan experience. The technology developed by Flashopp allowed The Voice to open every Snap we received promptly (users on Snapchat can see when their Snap is delivered and can tell whether or not it was opened), and it allowed us to send a reply Snap from The Voice's social media host, KC James, to every fan who submitted a Snap to The Voice. The technology allowed PopShorts and The Voice's social media team to view all incoming Snaps in real time, and add user-submitted Snaps to The Voice's story with a click of a button. We were also able to track and visualize all of the data in real time.