×

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.

Popular on Variety

More TV

  • Jack Gilardi, Longtime ICM Partners Agent,

    Jack Gilardi, Longtime ICM Partners Agent, Dies at 88

    Jack Gilardi, a longtime ICM Partners agent who represented such stars as Burt Reynolds, Sylvester Stallone, Jerry Lewis, Charlton Heston and Shirley MacLaine, died Thursday at his home in Los Angeles. He was 88. Gilardi was known for his gentlemanly style, love of the Los Angeles Dodgers and his skill at representing top actors. He [...]

  • Will Gluck

    Will Gluck Sets TV Overall Deal at eOne (EXCLUSIVE)

    Will Gluck has signed a two-year overall television deal with Entertainment One (eOne), Variety has learned exclusively. Under the deal, Richard Schwartz will continue to oversee all television projects for Gluck’s Olive Bridge Entertainment, with eOne set to serve as studio on all projects under the partnership. “The choice for us was clear given their impeccable [...]

  • Katie Hockmeyer

    NBC Entertainment Names Katie Hockmeyer Exec VP of Late Night Programming

    Katie Hockmeyer has been named executive vice president of late night programming at NBC Entertainment She will report to NBC Entertainment co-chairmen George Cheeks and Paul Telegdy, where she will work on “The Tonight Show Starring Jimmy Fallon,” “Late Night with Seth Meyers,” “Saturday Night Live” and newly launched late-night addition, “A Little Late with [...]

  • Nexstar Completes Tribune Acquisition, Sean Compton

    Nexstar Completes Tribune Acquisition, Sean Compton to Head Programming

    Nexstar Media Group has become the nation’s largest owner of TV stations after completing its $4.1 billion acquisition of Tribune Media. The deal creates a broadcasting colossus with more than 200 stations serving more than 100 markets, although a number of stations will be divested to keep Nexstar in compliance with FCC ownership limits. Nexstar, [...]

  • 'Friends' at 25: How Warner Bros.

    'Friends' at 25: How Warner Bros. TV Built an Experiential Empire

    “Friends” may have been set in New York City and filmed on a Burbank, Calif. soundstage, but its reach has truly gone global. So when Warner Bros. Television Group began brainstorming ideas on how to celebrate the 25th anniversary of the show’s debut, including that international audience became imperative for new partnerships, as well as [...]

  • 'Spoonbenders' Adaptation Set at Showtime With

    'Spoonbenders' Adaptation From Stephen Falk Lands at Showtime With Production Commitment

    Berlanti Productions has set up the one-hour drama “Spoonbenders” at Showtime with a pilot production commitment, Variety has learned. The project is based on the 2017 novel of the same name by Daryl Gregory. It is about The Amazing Telemachus Family, a traveling family magic act that happened to be made up of people with actual magic [...]

More From Our Brands

Access exclusive content