On April 14, PopShorts partnered with the NHL’s Los Angeles Kings on a unique Snapchat activation in conjunction with the team’s final home game and Fan Appreciation Day. A sold out crowd at the iconic Staples Center witnessed this nationally televised showdown between the Kings and their chief rival, the San Jose Sharks. The organic campaign, which did not use any influencers, amassed 163,667 views on the newly formed account.
PopShorts was on-site at the Staples Center, producing a Snapchat Story unlike any other ever created by a professional sports team. PopShorts used proprietary technology to craft a highly engaging Story that included pre-shot, behind-the-scenes photo and video content, in-game action, user-submitted images, and dazzling “Snapterpieces” created by PopShorts’ Snapchat Artists.
Snapchat Gamification
The highlight of the campaign was one of PopShorts’ specialties: the use of gamification on Snapchat. Our Snapchat Artists crafted a series of images combining photography and drawings on the platform, which gave fans the ability to score a slap shot on the opposing team’s goalie. To cap it off, fans were able to celebrate with the Kings’ beloved mascot, Bailey. This creative flourish resulted in 415 user-submitted Snaps received, and 602 screenshots.
The LA Kings were dedicated to providing their fans with a first-of-its-kind social experience, and the Story received an outpouring of positive feedback over Twitter, Facebook, and other social networks. During the course of the day, fans viewed a total of 11 days, 18 hours, and 10 minutes of content on the Kings’ new Snapchat account.
Interactive Snapchat Campaign Content
Social Conversation and Response
The Kings activation represented a case where PopShorts was in the cut creating live content as it broke in a fashion that was brand safe. Brand safety is an essential component of the PopShorts offering and was trusted by the Kings Social team which resulted in this campaign being nominated by the Real Time Academy of Short Form Arts & Sciences. Learn more about our live work by clicking on the link below.
