×

HBO’s Black Friday Buy: A Snapchat Story Telling You to Stream Instead of Shop

HBO is urging Snapchatters to stay inside on Black Friday and stream “Game of Thrones” and other original series instead of hitting the malls, in the first Snapchat Story sold as an ad.

The HBO ad unit runs Friday, Nov. 24, in the Stories section of the Snapchat app with the headline, “What You Really Should Be Doing on Black Friday.” The Time Warner-owned premium cabler’s one-day takeover will appear only to Snapchat users in the U.S.

HBO’s sponsored Story links to free episodes of shows including “Game of Thrones,” “Westworld,” Issa Rae’s “Insecure,” and Larry David’s “Curb Your Enthusiasm.” Rather than shopping on Black Friday amid herds of deal-hunters, for example, “You should be… hanging out with dragons,” reads one of the snaps in HBO’s promo.

Snapchat Stories, launched three years ago and infamously copied by Instagram, let users and content partners post collections of photos, videos and text that live for 24 hours.

In terms of reach and placement, Snapchat’s promoted Stories are akin to the YouTube masthead; the Snap Stories ads will appear adjacent to user Stories and those from Snap’s Discover media partners. As far as format, they’re like Facebook’s News Feed ads.

Snap is selling sponsored stories for a flat fee by country, as a one-day takeovers. Each Promoted Story can have the look and feel of either a Publisher Story or a user Story, comprising three to 10 individual snaps that auto-advance and can let users “swipe up” to launch a website, view an article, or install an app.

Next year, Snapchat is set for a major redesign. After Snap’s big Q3 earnings miss, CEO Evan Spiegel announced planned changes to make the app more user-friendly including the addition of behavioral-based content discovery and personalization for Snapchat Stories.

More TV

  • Halo Head Bonnie Ross Named 2019

    Halo Head Bonnie Ross Named 2019 AIAS Hall of Fame Inductee

    “I don’t think I would still be at Microsoft or in technology if I hadn’t found gaming.” Bonnie Ross, Microsoft Corporate vice president and head of 343 Industries, will be inducted into the Academy of Interactive Arts & Sciences Hall of Fame in February 2019 for her work in video games, in helping to expand [...]

  • Ariana Grande and the Roots Perform

    Ariana Grande and the Roots Bring Out the Soul in ‘Imagine’ on ‘Fallon’ (Watch)

    The Roots are one of the most versatile bands on the planet, and when Ariana Grande brought her new single “Imagine” to “The Tonight Show Starring Jimmy Fallon” Tuesday night, they brought out the song’s inherent soulfulness in inimitable fashion. Toward the end of the track, Grande shows off her range with some sky-scraping, Mariah-esque [...]

  • Dom Delport

    Vice Swings to Profit in the U.K., Eyes International Partnerships

    After a tumultuous period involving harassment scandals, job losses and restructuring, Vice has registered a small profit in the U.K., according to the company’s latest results. The uptick is welcome news for Vice as its new international boss, Dominique Delport, scopes out new production and partnership possibilities for the company’s content business. The U.K. was [...]

  • Stephen Colbert

    Stephen Colbert Mocks Former CBS Chief Leslie Moonves on 'Late Show'

    Leslie Moonves was known to take an active dislike of David Letterman making fun of him during that host’s tenure on CBS’ “The Late Show.” He probably isn’t enjoying being mentioned by Stephen Colbert either. Colbert used his monologue on Tuesday’s broadcast to poke fun at the former CBS Corp. CEO, who yesterday learned that [...]

  • Ruth Wilson and Idris Elba'Luther Series

    'Luther' Creator Neil Cross Working on Show's Movie Version, Idris Elba Says

    A movie version of crime series “Luther” is moving forward, with writer-creator Neil Cross working on the script, the show’s star Idris Elba confirmed at the launch of Season 5 in London. “We are really advancing on getting a movie version [of the show] up on the screen,” Elba said. “Neil is beavering away on [...]

  • THE VOICE -- "Blind Auditions" --

    TV News Roundup: NBC Announces Midseason Premiere Dates

    In today’s roundup, NBC reveals midseason premiere dates for six shows, including “The Voice.” DATES  NBC has announced midseason premiere dates for four returning and two new series. “The Voice” will air Feb. 25 at 8 p.m. ET/PT, Feb. 26 at 8 p.m., and March 5 at 8 p.m. It will return April 23 at 8 [...]

More From Our Brands

Access exclusive content