Verizon Becomes Snap Inc.’s Official 5G Innovation Partner

The pact includes development and product placement, in addition to ads

Snap will develop new 5G AR features and experiences at Verizon’s 5G Labs
Verizon/Snap Inc.

Verizon 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: Verizon

Diego Scotti, chief marketing officer

Andrew McKechnie, senior vp, chief creative officer

Kristin McHugh, vp, brand development

Andrew Shafer, director, brand creative

Tanya Jindani, brand marketing manager

Brendan O’Malley, manager, broadcast production

Agency: McCann

Rob Reilly, global creative chairman

Thomas Murphy, CCO

Dan Donovan, deputy CCO

Cam Hoelter, executive creative director

Jim Hord, executive creative director

Brad Soulas, vp, creative director

Kristine Salm, vp, creative director

John McAdorey, senior vp, executive producer

Laura Kellerman, producer

Debbie Gleason, senior business manager

Anna Owens, junior business manager

Debbie Myllek, talent payment manager

Dominic Whittles, executive vp, executive account director

Alex Caredes, senior vp, executive account director

Rebecca Ginsberg, senior vp, group account director

Elyssa Nemetsky, account director

Katelyn Diekhaus, account supervisor

Lauren Keller, account executive

Jordyn Kline, assistant account executive

Production: Hungry Man

Bryan Buckley, director

Kevin Byrne, managing partner/executive producer

Mino Jarjoura, managing partner/executive producer

Dan Duffy, executive producer

Caleb Dewart, executive producer

Matthew Lefebvre, producer

Cassidy Gill, production supervisor

Editorial: NO6

Jason MacDonald, editor

Evelina Gokinayeva, assistant editor

Stephanie Crane, assistant editor

Corina Dennison, managing director

Laura Molinaro, senior producer

Finishing: The Mill

Phil Crowe, CCO

John Leonti, VFX supervisor

Anastasia von Rahl, executive producer

Anita Emor, senior producer

Bret Aros, production coordinator

Audio: Sonic

Paul Weiss, audio engineer

Michael Marinelli, audio engineer

Justine Cortale, studio director

Pat Sullivan, senior producer

Nathanael Taylor, associate producer

Music: JSM

Joel Simon, CCO/CEO

Jeff Fiorello, executive producer

Norm Felker, producer

Andrew Manning, producer

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