×
You will be redirected back to your article in seconds

Snapchat Expands Emmy Awards Coverage Under Three-Year Deal (EXCLUSIVE)

Snapchat is hitting this year’s Emmy Awards red carpet and backstage with its trademark vanishing content in a much bigger way.

Snap, the social-media app’s parent company, has renewed its partnership with the Television Academy with a new three-year agreement. Under the pact, Snapchat will present curated “Stories” of snaps capturing personal and behind-the-scenes moments at the Emmys — including from this year’s host, Stephen Colbert.

Snapchat has covered the Emmys the past two years, but is expanding to present three separate “Our Stories” collections on Saturday, Sept. 16, and Sunday, Sept. 17. In addition, the app will launch special Emmys-themed Geofilters and Lenses to let users put themselves into the awards-show limelight. As with all Snapchat Stories, the content will live on the app for 24 hours and then vanish into the ether.

It’s the next-best thing to actually attending the Emmys, argued Ben Schwerin, Snap’s VP of partnerships. “This is a new way to experience being there,” he said. “What percentage of people who watch awards shows will actually be there? It’s minuscule.”

The content for Snapchat’s Emmys coverage will be pulled from various sources, including from staffers on the ground and from talent that Snapchat works with, like Reese Witherspoon. But much of it will be spontaneously collected from celebs and other Emmys attendees sharing their own snaps on the service. During last year’s Emmys, Snapchat captured snaps Jimmy Kimmel, John Travolta, Amy Schumer and Julia Louis-Dreyfus.

The Emmys joins Snapchat’s roster of other awards shows for which it produces special coverage, including the Oscars, Grammys, Golden Globes and MTV VMAs. Last year, Snapchat published 37 Our Stories covering awards shows, which in aggregate attracted some 88.5 million unique viewers. So far in 2017, Snapchat has nearly doubled its output, with 69 awards-show Our Stories.

Part of Snap’s pitch to media partners like the Television Academy is that Snapchat reaches a much younger average audience than TV: More than 90% of the users who tune in to Snapchat’s awards shows coverage is under 35.

Schwerin makes the case that Snapchat executions like the Emmys “Our Stories” are a great mechanism for building awareness of the kudocast: “We think if Snapchatters see the content, they’ll be more likely to watch the show on TV.” For the Emmys coverage Snap isn’t working with CBS, which is broadcasting the 69th Primetime Emmy Awards.

The Our Stories for the Emmys, which will be available worldwide to Snapchat users with an English-language setting, are:

  • “Stars on Set: Emmys Story”: Launching on Saturday, the Our Stories will feature exclusive snaps from Emmy-nominated celebs, including Witherspoon, and from the sets of nominated shows such as NBC’s “This Is Us” and “Saturday Night Live” and HBO’s “Veep.”
  • “Emmys: The Carpet”: Coverage will feature snaps from Erin Lim, host of E! News’ “The Rundown” on Snapchat and others.
  • “Emmys: The Show”: A curated selection of snaps from inside the theater, with moments viewers watching at home often don’t see during commercial breaks. Snapchat is collaborating with Extra TV backstage for real-time reactions from the winners.

“Compared to TV, this is unscripted and more spontaneous,” said Schwerin. “People have their guard down when they’re talking into a phone.”

Snap has four advertisers that will run in the 2017 Emmys “Our Stories”: Lyft, TracFone Wireless, Gap, and FX, which will be running ads promoting “Atlanta” and “The Assassination of Gianni Versace: American Crime Story” and a general brand spot for shows coming to the network in 2018.

Separately, Snapchat was nominated for a 2017 Emmy for its companion show to NBC’s “The Voice,” in the Creative Arts Emmy Awards category of creative achievement in interactive media within an unscripted program. It lost out to “The Oscars: All Access” from ABC Digital Studio and the Academy of Motion Picture Arts and Sciences.

Popular on Variety

More Digital

  • Cara Delevingne'Carnival Row' TV show premiere,

    Amazon Prime Video Signs Distribution Deal With Altice Europe (EXCLUSIVE)

    Amazon Prime Video has unveiled its first distribution deal with a telco in France, signing a pact with Altice Europe, which owns leading French internet, mobile and cable-TV provider SFR. The deal will give SFR customers access to the service via their set-top boxes, which is crucial in France, where households still consume content mostly [...]

  • Tony Ayres - International Live Action

    Netflix Boards Tony Ayres' Tech Thriller 'Clickbait'

    Top Australian film and TV creator, Tony Ayres, “Harry Potter” producer David Heyman and Christian White have set up “Clickbait,” a new thriller series for Netflix. It probes probing the dangers of social media and the widening gulf between people’s real and virtual selves. The show is to be produced in Melbourne, Australia through NBC [...]

  • MINDHUNTER

    Netflix's Podcast Slate 'Deepens' Space Around Original Content, Programmers Say

    It should come as no surprise that, in its quest to become a full-blown entertainment ecosystem, Netflix has built a roster of podcast programming to complement its scores or original series and films. The programs recruit top talent and hosts to hang out and talk about the streaming giant’s TV and film content. It’s a [...]

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

More From Our Brands

Access exclusive content