For the first time, NBCUniversal is going all-in with a single sponsor for one of its Snapchat original scripted series.
NBCU has partnered with Visible, the Verizon-owned budget wireless service provider, on Kappa Delta Crypto, which premieres Saturday on Snapchat’s Discover page. It will be NBCU’s first fully sponsored, scripted series for the platform.
Each Kappa Delta Crypto episode will contain a trio of six-second ads, all of them unskippable, which were shot on-set and feature the lead character Maddie Sullivan, played by Riley Dandy. Here’s an early look at one of the spots:
Several episodes also feature integrations with Visible, in which characters use the Visible app to manage their phone service and highlight Visible features like mobile hot spots. The partnership was sold through the NBCU Code team.
“NBCU Code brings innovative ideas to life across multiple platforms with our partners. We’ve been delighted by the audience reaction to our scripted shows on Snap so far and are excited to bring the Visible integrations to this new audience,” said Trevor Fellows, evp, digital sales and partnerships, NBCUniversal.
The eight-episode series is about a girl from the wrong side of the tracks who cons her way into a wealthy sorority, and then agrees to go undercover for the FBI when her past misdeeds are exposed. New episodes will air daily through Dec. 22.
This is the latest unique marketing push from Visible, which offers unlimited data, messages and phone calls in the U.S. for $40 a month. In October, the company rolled out an anti-store campaign featuring faux pop-up storefronts in nine major U.S. cities.
“As an all-digital wireless brand with a first to market model, it’s important to us to align ourselves with partners who are not only like-minded in terms of innovation and creativity, but those who are also reaching consumers in completely new and exciting ways,” said Beth Veen, head of brand strategy, Visible.