Channel 5 to push unseen Emerald City Snapchat content during 5Star ad breaks
Channel 5 is teaming up with Snapchat for a UK TV broadcast first, using the app's QR Snapcodes on-air to give fans access to bespoke content.
Unseen Emerald City content to be showcased on Snapchat during Channel 5 ad breaks
The campaign will run during the commercial breaks of Emerald City, an NBC-produced Wizard of Oz-esque spinoff. Shown on Wednesday nights on Channel 5's sister channel 5Star, the series follows 20-year-old Dorothy Gale's adventures after she's removed from her home turf of Kansas via the eye of a tornado.
Snapcodes typically allow brands and creators with Snapchat accounts to link through to websites in-app in the absence of a clickable link function. Channel 5, however, will be showing the scanable codes on-screen during the break, meaning TV viewers just need to open Snapchat and take a picture of the screen using the app's camera to gain access to exclusive content.
While Channel 5 is remaining tight-lipped about what the content comprises, it has hinted that bespoke Filters – overlays users can arrange over their selfies – will be available to fans who take part.
"Emerald City presented a perfect opportunity to engage younger audiences – a stunning reimagining of Oz that's ripe for sharing on Snapchat," said Chris Aylott, senior director of marketing for Channel 5. "It's the perfect, visual platform for 5Star's core audience.
"We know they're second-screeners, so we wanted to make this launch feel special and give them something to really immerse themselves in, and tell their friends about."
The partnership between Channel 5 and Snap was planned by Omnicom Media Group’s PHD and the first Snapcodes will appear during Emerald City tonight at 9pm.