We aimed to market the shows with a 1:1 relationship with the NBC brand identity to establish their relationship, but we wanted to achieve this subtly. Utilizing the growing social media platform of Snapchat we took to their unique filter system to create a way for engaging user experience. This alone has been done before with multiple companies marketing through the same means. Therefore we pushed farther to bring the marketing full circle.
To do so we created the optional submission of personal content to NBC. This allows NBC to use the content and pair it with the shows actual content and use it within their broadcast line-ups. Now the creative fun many have found through Snapchat filters comes with a chance of limelight to be on television. The line-ups close to reveal Snapchat as the means for their viewers to be able to join them.