The Apprentice turns to That Lot to harvest a presence on Snapchat
Much loved British television series The Apprentice have made a Snapchat presence with help of social creative agency That Lot.
Keen to reach a younger, content-driven audience, Shotglass Media and the BBC sought to make a name for themselves on Snapchat. The brief was to create exciting, exclusively Snapchat content from scratch, including building a completely new account and creating awareness.
Teaming up with BBC Radio 1, That Lot cross-promoted appearances from Apprentice talent on its shows and generated Snapchat versions of the show's spin-off content from elsewhere, such as ‘Honest Subtitles’ (which lives on BBCiPlayer) and exclusive candidate interviews with fired candidates and specially edited preview clips. They also developed a weekly ‘Snapchat show’, The SNAPprentice, a highlights show which is first for TV shows on Snapchat.
An 8-bit Snapchat game was produced by the agency at the time Lord Sugar set the candidates the task of developing their own virtual reality game; the game rewards winners with a humorous “mash-up” of the programme’s popular ‘lost his badger’ clip, which received positive feedback from Snapchat users.
James Cooper, digital executive at Shotglass Media, commented: “Shotglass Media are leaders in testing new digital platforms around our big brands so developing original content for Snapchat with the team of social experts at That Lot has been a great way to learn more about the platform and serve The Apprentice’s younger audiences.”
David Levin, creative director of That Lot, said of the project: "That Lot are delighted to have teamed up with Shotglass in taking one of UK's most loved shows onto one of the fastest growing platforms. We worked hard on creating truly Snapchat-native content and were proud to see it received so positively."
The Snapchat live videos and game can be followed on @theapprenticeuk.
That Lot is a content and brand agency based in London.
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