Social Pro DailyVerizon Becomes Snap Inc.’s Official 5G Innovation PartnerThe pact includes development and product placement, in addition to adsBy David Cohen|November 21, 2019Snap will develop new 5G AR features and experiences at Verizon’s 5G LabsVerizon/Snap Inc.ShareBy David Cohen|November 21, 2019ShareVerizon reached an agreement to become the official 5G innovation partner to Snapchat parent Snap Inc.The two companies said in a release that the partnership will combine Verizon’s 5G Ultra Wideband wireless technology with Snapchat’s plethora of augmented reality and visual features, and the messaging application’s content experiences.As part of the partnership, Snap will develop new 5G AR features and experiences at Verizon’s 5G Labs, including new ways for people to experience live events via Snapchat.The two companies will look at ways to bolster Snap’s landmarker technology, which enables location-based entertainment experiences, and its portal lenses, which can be used to create AR-driven content such as bringing fans backstage at a concert or providing unique in-stadium experiences at sporting events.The partnership also includes premium sponsorship placements within Snap Originals, the messaging app’s full-screen, vertical and immersive video series, which are typically no more than five minutes long and contain hyper-visual components including graphics, split screens and quick cuts.Verizon will preload the Snapchat app on select 5G handsets and provide exclusive offers through its strategic programs, including its Verizon Up rewards program.The partnership marks a move into holistic strategic deals for Snap, as it includes not only advertising, but also distribution (via preloading on phones) and innovation (development at 5G Labs).This television spot will begin airing over the weekend as part of Verizon’s Built Right campaign.Snap chief strategy officer Jared Grusd said in a release, “Major advances in high-bandwidth experiences are fueling the future of AR. We are thrilled to partner with Verizon to move the industry forward through the development of creative and innovative 5G experiences on Snapchat.”Verizon Consumer Group senior vice president of marketing and products Frank Boulben added, “5G will change the way people live, work and play, and we’re partnering with leading companies like Snap to create unique experiences and new offerings. Our strategy is to partner with the best brands to ensure that our customers have exclusive access to cutting-edge technology and services. Our 5G Ultra Wideband technology should change the way mobile users forever experience places and events, evolving the way they see the world.”CREDITS:Client: VerizonDiego Scotti, chief marketing officerAndrew McKechnie, senior vp, chief creative officerKristin McHugh, vp, brand developmentAndrew Shafer, director, brand creativeTanya Jindani, brand marketing managerBrendan O’Malley, manager, broadcast productionAgency: McCannRob Reilly, global creative chairmanThomas Murphy, CCODan Donovan, deputy CCOCam Hoelter, executive creative directorJim Hord, executive creative directorBrad Soulas, vp, creative directorKristine Salm, vp, creative directorJohn McAdorey, senior vp, executive producerLaura Kellerman, producerDebbie Gleason, senior business managerAnna Owens, junior business managerDebbie Myllek, talent payment managerDominic Whittles, executive vp, executive account directorAlex Caredes, senior vp, executive account directorRebecca Ginsberg, senior vp, group account directorElyssa Nemetsky, account directorKatelyn Diekhaus, account supervisorLauren Keller, account executiveJordyn Kline, assistant account executiveProduction: Hungry ManBryan Buckley, directorKevin Byrne, managing partner/executive producerMino Jarjoura, managing partner/executive producerDan Duffy, executive producerCaleb Dewart, executive producerMatthew Lefebvre, producerCassidy Gill, production supervisorEditorial: NO6Jason MacDonald, editorEvelina Gokinayeva, assistant editorStephanie Crane, assistant editorCorina Dennison, managing directorLaura Molinaro, senior producerFinishing: The MillPhil Crowe, CCOJohn Leonti, VFX supervisorAnastasia von Rahl, executive producerAnita Emor, senior producerBret Aros, production coordinatorAudio: SonicPaul Weiss, audio engineerMichael Marinelli, audio engineerJustine Cortale, studio directorPat Sullivan, senior producerNathanael Taylor, associate producerMusic: JSMJoel Simon, CCO/CEOJeff Fiorello, executive producerNorm Felker, producerAndrew Manning, producer Adweek Adweek