Stephen Colbert is bringing the Late Show to Snapchat.
The late-night host has created a series of short videos that will begin rolling out on Snapchat on Thursday.
Each day for the five days leading up to the Late Show‘s Sept. 8 premiere on CBS, Snapchat will release a new video on its “Discover” content platform. The videos will live within the company’s Snap Channel and will disappear after 24 hours.
“[Colbert] made some really specific content for that platform to talk to that audience directly,” explains Marc DeBevoise, the senior vp and general manager of CBS Interactive Entertainment, adding that the show’s producers have “done a tremendous job thinking about how to reintroduce the show to its fan base and new fans through a digital-first launch.”
In the first video, Colbert sits behind a desk while wearing a CBS name badge. “Oh, hello there, Snapchat users — or, as I believe you prefer to be called, Snapstronauts,” says Colbert.
Colbert claims that CBS executives encouraged him to appear in the Snapchat videos in order to reach millennials. “I couldn’t pass up a chance to meet the leaders of tomorrow and the coveted demographic of today,” he continues.
After a several-month hiatus following the end of The Colbert Report on Comedy Central, Colbert slowly has been ramping up digital promotion of his new late-night hosting gig. The thrust of the marketing campaign began early this summer, with the launch of a website, social media accounts, a YouTube channel and an app. In July, he debuted a web series called Lunch With Stephen, followed by a series of web promos. Earlier this week, he announced that he would be the new voice of driving app Waze for a limited time.
These video clips are meant to help introduce audiences to the kind of host that Colbert will be, now that he’s no longer playing a character like the one he embodied on The Colbert Report.
DeBevoise shies away from revealing too many details about the Snapchat videos, teasing only that they were created “intelligently” using the vertical video format popularized by the app and will give a wink or two to the platform that they appear on. “They’re short and fun,” he adds. “This isn’t a full episode. It’s unique to the platform.”
Colbert’s Late Show premieres Sept. 8 at 11:35 p.m. on CBS, with guests George Clooney and Jeb Bush. Other week-one guests include Scarlett Johansson, Tesla founder Elon Musk, Uber CEO Travis Kalanick and Amy Schumer.