This weekend, Chobani debuted their first paid Snapchat ad as part of the College Game Day Live story.
The brand developed the 10-second spot specifically for the college football story with quick cuts offering a glimpse into a football player’s morning routine with Chobani before he takes the field. The ad will be interspersed among curated fan content twice and the brand plans to run additional content again in November during similar sponsored stories.
As Snapchat rolls out more and more ad opportunities for brands, many wonder if users will continue to engage with the channel or will find branded content intrusive. However, marketers see the channel as a great medium for reaching 13-34 year olds, Snapchat’s core audience.
In Chobani’s case, the brand could find success by developing short content, specifically for the channel and making it relevant to the overall story.