A scripted series is coming to Snapchat.
AT&T is sponsoring an interactive superhero story made for the disappearing messaging platform. The series, SnapperHero, will star YouTubers Anna Akana, Freddie Wong, Harley Morenstein and Jasmeet Singh alongside Snapchat celeb Shaun McBride, who will also serve as creative director.
SnapperHero, which was developed by producer Billy Parks and UTA digital media agent Kendall Ostrow in collaboration with AT&T, will source fan input to create the identities, costumes, origin stories and plotlines around its team of superheroes. Parks says that when the 12-episode series rolls out later this year, it will be tailored to its platform.
“The thing we really like about Snapchat is that it’s not such a polished platform,” he explains. “It’s a place where people are willing to share videos and pictures that aren’t totally refined. I love that as an exercise in sharing a story.”
The team behind visual effects YouTube channel Corridor Digital has been brought onto the project as directors, which is being produced by Parks’ Astronauts Wanted and YouTube network Fullscreen. Astronauts Wanted previously collaborated with AT&T on YouTube series @SummerBreak, where Parks says they experimented interacting with fans via Snapchat. With SnapperHero, AT&T is looking to further develop a relationship with the app’s young users, says AT&T director of engagement marketing Liz Nixon. “It’s important to us to be at the intersection of consumer consumption and behavior,” she adds.
SnapperHero comes on the heels of Snapchat’s push into entertainment content through its new Discover feature, but is being distributed independently via the app’s Stories tool, which allows users to broadcast short videos that disappear after 24 hours. To get audiences to tune in during each episode’s limited window, the stars of SnapperHero will leverage their existing fans.
“We tried to pick people with great authentic relationships with their audiences across all platforms,” says Parks.