Verizon Becomes Snap Inc.’s Official 5G Innovation Partner
The pact includes development and product placement, in addition to ads
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
