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WWE and Snapchat announced Thursday a “multi-year partnership” that will launch at WrestleMania 32 on Sunday.
The deal centers on Snapchat curating fan-submitted videos and photos from WM32 or their WrestleMania viewing experience into a “WrestleMania Live Story.”
Also included in the first Live Story at WM32 is Snickers, which is the presenting sponsor of WrestleMania and is now the “first-ever Snapchat Live Story brand partner.”
Variety noted in their exclusive story that WWE hopes the partnership with Snapchat will drive WWE Network subscriptions, trying to “expose its brand to a youth-skewing demo” to get them to sample a one-month introductory Network subscription.
Variety also quoted research analyst Brandon Ross on reserving judgment on the strategy “until we see what the conversion of free subs looks like at the end of the company’s second quarter (as well as the churn ratio on paid subscribers).”